Click through to view the Vimto Extreme range

Click through to view the Vimto Extreme range

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Nichols' Vimto Extreme Energy and Extreme Sport

Category - Soft drinks, energy/sports drink

Available - From next month

Location - UK, impulse channels

Price - Extreme Energy, GBP1.39 (US$2.15); Extreme Sport, GBP1.19 per 50cl bottles

Distribution - Nichols

Nichols has added another potentially lucrative licensing deal to its portfolio with its entry into the energy drinks sector in the UK.

Vimto Extreme Energy and Extreme Sport have been launched through a partnership with the Extreme Sports Company, Nichols said today (19 June). They follow Nichols' link-up with Weight Watchers, whose range of low-calorie products helped the company to a 15% profits jump in FY results in March.

Extreme Energy is a carbonated stimulation drink containing caffeine, taurine, glucosamine and vitamins, Nichols said. Extreme Sport is a tropical fruit flavoured isotonic sports drink containing glucose and dextrose.

The Extreme Sports Company owns the global Extreme Sports Channel, which is watched by 66% of the new range's target demographic, Nichols said.

“Extreme offers a new and unique proposition within the sports and energy soft drinks market,” Vimto Soft Drinks brand manager Nina Kitchingman said. “It will attract more consumers to the category through its association with a well-known brand which is synonymous with extreme sports worldwide and part of an exciting and thriving international action sports community.”

Vimto has a strong presence in the Middle East, where it is manufactured by Aujan Coca-Cola. A spokesperson for Nichols told just-drinks the company has no plans to distribute the Extreme range in the region.

Show the press release

Vimto Soft Drinks has expanded its brand portfolio and is to launch an exciting new premium sports and energy soft drink range into the impulse market this July. EXTREME targets the millions of 18-34 year olds who are attracted to the thrill seeking extreme sports lifestyle. The EXTREME brand’s unique proposition is predicted to attract new drinkers to the category, which has seen a phenomenal growth of +52% in the last two years1.

Vimto Soft Drinks has been awarded the license to produce the sports and energy drinks under the EXTREME brand by the Extreme Sports Company. An established and influential brand with a global presence, EXTREME has a unique heritage that began with the launch of the Extreme Sports Channel in 1999. It remains the world’s leading 24-7 TV channel dedicated to extreme sports and the associated lifestyle; its success has been down to the brand’s ability to recognise and cater for the emerging youth culture surrounding extreme sports. The TV channel reaches 26.1 million consumers each month and research has found 66% of the new drink’s target audience currently watch it.

The EXTREME range consists of two products, Extreme Energy and Extreme Sport, to meet more of the needs of the extreme sports lifestyle. The edgy bottle design, which has been in development for two years, breaks the category norm with a structural design that has been influenced by the urban environment and delivers very strong shelf stand out.

Extreme Energy is a carbonated stimulation drink, available in a unique black bottle containing caffeine, taurine, glucosamine and vitamins delivering much needed energy anytime required. It will be available via wholesale in 500ml RTD Price Marked Packs of £1.39, supported by a BOGOF launch promotion within Impulse.

Extreme Sport is the only action sports focused isotonic sports drink on the market containing glucose and dextrose to replenish lost fluids and carbohydrate stores during and post exertion. Extreme Sport is a still tropical flavoured drink in 500ml RTD Price Marked Packs of £1.19. It is also supported by a BOGOF launch promotion within Impulse.

Extreme sports have evolved into an alternative lifestyle fed by sports, music, art and fashion. EXTREME is the first range of functional drinks that meets the needs of this entire lifestyle and the millions of people who aspire to lead this lifestyle. The potential market for the EXTREME range is huge, given an estimated 140 million people in the 15–34 age group participate in the top four sports of surf, ski, skate, and snowboarding in Europe alone.

EXTREME has a number of brand drivers that represent aspects of the extreme lifestyle. Their social grenades; the Extreme Sports Channel, extreme.com, social media presence and consumer insights, as well as an ambassador programme with 56 EXTREME ambassadors, form a network of touch points with the EXTREME brand. The ambassador programme represents elements of the extreme sports culture within music, art, fashion and sports, including bands such as The Hip Priests and The Black Bullets, BMX team Lifer BMX, stage performers Decadance Agency and Bare Moves, and legendary tattoo and art studio The Chaos Crew.

To support the launch of EXTREME, sampling of both products will take place at up and coming events hosted and attended by the brand ambassadors during 2013 and beyond. The launch will also receive ongoing support from the brand’s continued presence on the Extreme Sports Channel and on extreme.com; a leading provider of action sports videos, which receives 1.8 million views per month. 

Nina Kitchingman, Brand Manager at Vimto Soft Drinks, commented: “Extreme offers a new and unique proposition within the sports and energy soft drinks market. It will attract more consumers to the category through its association with a well known brand which is synonymous with extreme sports worldwide and part of an exciting and thriving international action sports community.

“Introducing the brand into our portfolio ensures we are continuing to offer something refreshingly different to the soft drinks market. EXTREME is the only isotonic sports drink brand to specifically target the extreme sports audience of 18 to 34 year olds who are unified by a strong common attitude of non conformity and irreverence.

“Research shows that our target market love the look and taste of the range and we are confident that it will drive incremental growth in the market and additional profit for retailers.”

Extreme joins flagship brand Vimto, Sunkist, Levi Roots, Weight Watchers and Panda within the Vimto Soft Drinks portfolio, which has a combined value of £69m2.

Stock will be available to order from w/c 24th June 2013.  

Original source: Company Release