Nichols reveals a series of launches, brand refreshes and a campaign-first
Nichols is revealing a series of exciting launches, brand refreshes and a campaign-first this spring.
The international soft drinks business and home of the iconic Vimto, is celebrating a bumper year of innovation and newness across brands and all channels with Levi Roots Soft Drinks, Slush Puppie Fizzie and Vimto.
Part of Nichols’ long-term strategy is to continue to drive growth through incremental purchases matching consumer needs and occasions.
Angela Reay, group marketing director at Nichols, notes that with an external landscape evolving at pace, ‘newness’ is critical to delivering long-term sustainable growth and creating value for the company.
“We also know that equity brands play a key role in maintaining category growth, both through core product range and innovation,” Reay says. “These latest updates speak directly to these needs whilst also ensuring that we are continuing to create distinctive consumer experiences.
“There is a continued focus on health, and we’re proud of our UK packaged portfolio, which is 100% HFSS compliant and 52% of our volume sold is now no-added sugar variants.”
Just launched for Vimto is a new on pack promotion, ‘Love the taste or your money back’. The campaign celebrates the much-loved and unmistakable taste of Vimto, while offering new consumers a no-risk mechanic to purchase, that is easily accessible via an on-pack QR code on all qualifying packs.
Available on selected products across Vimto’s squash, carbonates and still ranges, the mechanic will be activated on a mammoth 27 million bottles and cans. The promotion will be running until the end of June on core flavours, as well as innovation – including Vimto’s new carbonates sub-brand ‘Vimto Discovery’ on both ‘Mango & Dragonfruit’ and ‘Passionfruit & Lychee’ flavours, and on the new Vimto Squash flavour ‘Blood Orange with a Citrus Twist’.
Levis Roots brings a flavour twist to the energy category while also rolling out a brand fresh and a new can format. Tropical fruit blends include ‘Jamaican Sunset’, ‘Caribbean Crush’ and ‘Tropical Punch’.
New to the portfolio, ‘Levi Roots Energy’ will provide a category flavour twist, offering ‘Caribbean Crush with a hint of ginger’ and ‘Jamaican Sunset with pinch of chilli’ – both incorporating natural caffeine, as well as additional vitamin benefits with B6 and B12 fortification – available in a 500ml can format.
With tropical flavours in energy growing +19% YoY and permissible energy also growing +23% YoY, 10% faster than the total energy market, Nichols sees Levi Roots Energy as perfectly placed to help retailers expand the category by tapping into these growing trends, as consumers seek out differentiated and unusual flavour experiences, while containing natural caffeine and real fruit juice.
As well as entering the energy category, Levi Roots will also be unveiling a brand-new design for the 500ml PET range this spring, further cementing the flavourful credentials of the range, and championing an image of entrepreneur Levi Roots, optimising shelf standout and appeal.
Also new for 2024, lead flavour ‘Caribbean Crush’ is now available in 330ml can format – helping to meet consumer needs by creating new consumption occasions and more choice.
Slush Puppie Fizzie is launching a brand-new delicious and distinctive flavour for 2024. New Green Apple builds on the success of last year’s Slush Puppie Fizzie launch, with the range already worth £2.5m RSV after its first year in market.
The new flavour will also help Nichols reach additional audiences beyond those of our existing iconic flavours Blue Raspberrie and Strawberrie.
The Slush Puppie Fizzie range is zero sugar and made with natural flavours.
