Nichols, the Newton-le-Willows-based soft drinks group behind the Manchester’s most famous soft drink is accelerating its push into the fast-growing energy drinks market with the launch of Vimto Energy Tropical Cooler.
The new flavour marks the latest expansion of Vimto’s energy range as the brand looks to drive incremental growth across convenience and wholesale channels, building on strong recent momentum in the category.
Launching next month, Vimto Energy Tropical Cooler will roll out in a 500ml can following a seven-week exclusivity period with SPAR. The product will be available in both standard and price-marked pack (PMP) formats, a dual approach designed to maximise visibility and shopper confidence in impulse-led retail environments.
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The move comes as energy drinks continue to post robust growth in the UK. The category now accounts for more than five billion drinking occasions a year, with a total value of £3.8bn, and is forecast to grow by a further £678m by 2030. Flavoured energy remains a key driver, now representing one in five energy drinks sold, while tropical flavours are growing at 12% year on year.
Sales of Vimto Energy are already up 85% year on year. Angela Reay, marketing director at Nichols, said: “We are really excited by the launch of Vimto Energy Tropical Cooler, the latest product in our growing Energy range which has been developed to specifically target the convenience and wholesale channels,” she said. “Flavoured energy and price-marked packs are delivering strong growth in impulse, and this launch brings both together in a trusted, mainstream brand. The Tropical Cooler flavour delivers a sense of escapism while staying true to Vimto Energy’s inclusive proposition, helping retailers attract new shoppers, drive repeat purchase and unlock incremental category growth.”
Vimto Energy Tropical Cooler has been developed to tap into the growing ‘Enhance My Body & Mind’ consumer need, combining functional benefits with taste and refreshment. The drink is zero sugar, made with natural caffeine and real fruit juice, and is high in Vitamins B6 and B12, supporting more health-permissible choices without compromising on flavour.
