Vimto's sweet success for Ramadan

By: Andy Morton - 4 May 2012 09:43

Vimto has been sold in the Middle East for the past 25 years

A trading statement from UK soft-drinks maker Nichols this week unearthed an interesting nugget: apparently, Nichols-owned Vimto is very popular in the Middle East during Ramadan.

The brand has been sold in the region for the past 25 years, Nichols told just-drinks, and performs well throughout the religious festival because it's non-alcoholic and sweet.

A quick call to a handful of popular Ramadan restaurants in the UK backed this up.

"People like fruity drinks during Ramadan," said Ali from Imran's Restaurant & Sweet House in Birmingham's famous Balti Triangle. "When people have been fasting all day they like to drink something sweet before they start eating food."

Imran's doesn't stock Vimto, however, and neither does the Lahore Kebab & Sweet House just down road. But, when told that it's a big-seller in countries such as Saudi Arabia, the manager there suggested that might change.

"What's good for the goose is good for the gander," he said.

Nichols should get on the case.