Nichols has lined up a packaging revamp for its flagship Vimto soft drink brand in the UK.

The company, which said this week that it expects FY sales and profits to exceed expectations, confirmed yesterday (6 January) that the redesign will begin with the 500ml still Vimto variant. Targeting teenagers, the ‘on-the-go’ design will be available in the country from this month and will be backed by a nationwide telesales drive and themed point-of-sale.

The 500ml bottle will be available through all trade channels in the UK, in standard and GBP0.95 (US$1.47) price-marked packs with a ‘12 for 10’ outer offer available to independent retailers within the wholesale channel.

The updated packaging will feature across the entire Vimto range in the coming months.