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Nichols eyes Africa push as Vimto returns to Uganda

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UK soft drinks producer Nichols has said it will continue to expand Vimto in Africa after relaunching the brand in Uganda.

Nichols stopped production of Vimto in Uganda in 2002

Nichols stopped production of Vimto in Uganda in 2002

The company told just-drinks that it has already rolled out Vimto in Mauritania and Equatorial Guinea this year, and is planning launches in other markets. Last month, it brought the brand, which is available in 40 African countries, back to Uganda after a 15-year hiatus.

Commenting on the Uganda launch, a spokesperson said: "In the past decade, Vimto has become increasingly popular across Africa, and with the fond memories that some Ugandans have of Vimto, the time seems ideal to re-introduce this refreshing and unique drink."

The spokesperson said Uganda's Vimto production stopped in 2002 "because it was not possible to maximise the potential of the Ugandan market at that time".

Vimto has an especially strong presence in West Africa, and in 2015 Nichols launched a malted version, called Vimto Malt, into 18 countries including Guinea, Ivory Coast, Liberia and Senegal. The malt beverage market is well-established in West Africa, where products target children and working-class consumers who prefer sweet-tasting beverages.

Last year, Nichols relaunched Vimto in India after first taking the beverage to the country in 1920.

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Sectors: Soft drinks, Water

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