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Product Launch - UK: Nichols' Vimto Squeezy

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Nichols' Vimto Squeezy

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Category - Soft drinks, Liquid water enhancer

Available - Initial launch in January, with expanded rollout throughout the year

Location - UK, nation-wide

Price - GBP2.69 (US$4.50) per 50cl bottle, allows 25 servings

Distribution - Great Bear

Nichols has followed The Coca-Cola Co into the growing liquid water enhancer market with an extension to its core Vimto brand.

Vimto Squeezy claims to be one of the first liquid water enhancers to enter the UK market after a pre-launch in Tesco at the start of the year. The product, which contains no added sugar, has a full retail rollout planned for 2014.

“Water enhancers are a fairly new concept for UK shoppers, but an untapped opportunity given their huge popularity in the US so we’re excited to be one of the first brands to launch a product into the market,” a spokesperson for Nichols said.

Last month, Coca-Cola launched Minute Maid Drops in the US. The product followed a number of other releases from the company in the category, which is growing at 64% year-on-year in the US, according to Nielsen figures released in August.

Nichols reported a drop in full-year profits today after one-off costs hit the bottom line.


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