Nichols targets families at breakfast time with functional squash
Vimto is set to revolutionise breakfast with the launch of Wonderfuel, a brand-new functional squash designed to help families start the day.
High in vitamins B, C & D, a source of iron and zinc, and made with real fruit juice with no added sugar, Vimto Wonderfuel is positioned as a first-of-its-kind squash that blends great taste with essential nutrition.
Targeting families at breakfast time, Vimto Wonderfuel is available in three child-approved flavours: Apple & Blackberry, Summer Fruits, and Mango & Orange. The range comes in 725ml bottles, delivering value as well as functionality at just 17p per serving compared to 50p per serving for branded fruit juices (source: Vimto Wonderfuel RSP £2.50. Branded Fruit Juice pricing Tesco Online March 2025).
Vimto Wonderfuel hit shelves in March 2025 in major UK retailers, including Tesco, Sainsbury’s, Morrisons, and Booths. The launch will be backed by a £1.2 million marketing campaign, starting with shopper marketing and social media in May, and then TV advertising breaking in August to drive awareness and engagement with families during the key ‘back-to-school’ period.
Health is a key consumption trigger in morning and with only 12% of all squash occasions being at breakfast (source: Kantar Usage, 52 w/e May 2024, % Share Servings, Total Food and Drink), Vimto Wonderfuel is uniquely positioned to drive category growth by unlocking new occasions and engaging new shoppers. Consumer testing has already shown the potential for strong demand, with 86% of families saying they would purchase Wonderfuel (Vimto research conducted by MMR 2023: Unpriced purchase intent parents 4-11 (%T2B)).
Angela Reay, marketing director at Nichols plc, commented: “Breakfast is an important occasion for families, but parents are increasingly looking for ways to add more nutrition to their children’s diets without compromising on taste. Vimto Wonderfuel is the perfect solution, offering a delicious and convenient way to provide essential vitamins and minerals at the start of the day. We’ve listened to families, and we know that they want great taste plus health benefits — Vimto Wonderfuel delivers on both. We’re confident this launch will energise the squash category and drive growth from health-driven breakfast occasions.”
