Vimto to launch Weight Watchers soft drink range in 2012

Vimto is set to launch a Weight Watchers range of soft drinks, under licence from the weight loss organisation.

The new range will launch to coincide with the New Year, rolling out nationwide from January, including a variety of premium flavoured cordials, ready-to-drink fruit drinks and lemonade products, which will all off a ProPoints value of 0 for each 250ml served.

The range has been developed following research that indicated a gap in the market for low calorie adult drinks, and will aim to appeal to both Weight Watchers customers, alongside general dieters.

The packaging will be designed to target females of 35+ across the UK, launching initially into the Grocery channel.

Neil Gibson, head of marketing for Vimto Soft Drinks, said: “Taking on the Weight Watchers licence offers Vimto Soft Drinks the opportunity for significant growth in the soft drinks category. The Weight Watchers brand is already a well-respected and global household name operating across food 40 categories.”

“The new Weight Watchers Soft Drinks range offers the health conscious consumer some refreshingly different flavour choices whilst controlling calorie intake. We are sure the range will prove to be a big success with both retailers and consumers as it meets with the market’s requirement for healthier products without compromising on quality.”

“The addition of the Weight Watchers brand further strengthens our portfolio and continues the strategy that has enabled us to grow not only our own share of the market, but also create incremental growth for retailers and the soft drinks market as a whole.”

Matt Davis, licensing commercial manager at Weight Watchers UK, added: “Weight Watchers is recognised for its weight management expertise and as a sought after household name, therefore extending presence into this exciting new category is set to only improve the brand’s already enviable position as market leader.”

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