Vimto rolls out new recipe for squash portfolio

By Éilis Cronin in Soft Drinks 23rd March 2021

Vimto is fortifying its core squash range with Vitamin D, as part of the brand’s plan to “reframe the squash category” and provide consumers with “additional reasons to shop the category”.

The brand said an increase in tap water consumption and in-home occasions have increased squash sales by 15% year on year.

This, as well as the “growing trend towards ‘healthy hydration’”, means the new recipe is “perfectly placed to cater to these consumer consumption trends”.

Vimto said guidance from Public Health England endorses a daily supplement of Vitamin D, “particularly for children”.