Vimto
Vimto is a 1908-founded UK soft-drink brand owned by Nichols plc, selling squash, sparkling, still, energy, functional and confectionery products in 73+ countries via major grocery, convenience and online retailers, supported by international licensing for local production.
- Company typePrivate
- Founded1908
- HeadquartersNewton-le-willows, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Vimto does
Vimto is the flagship soft-drink brand of Nichols plc, a UK public limited company headquartered in Newton Le Willows, England. Founded in 1908 by John Noel Nichols as a herbal tonic called 'Vimtonic', the brand now spans multiple beverage and confectionery formats built around a proprietary recipe that combines grape, blackcurrant and raspberry juices with 23 fruit essences, herbs and spices. The portfolio includes squash concentrates, still and sparkling ready-to-drink products, energy drinks (Vimto Energy), a functional wellness range (Wonderfuel), kids-focused drinks (Vimto Minis, Vim2o Mini), and a broad confectionery and frozen-treats offering exceeding 65 SKUs, with variants fortified with vitamins C, D, B6 and B12.
Vimto operates a traditional consumer-packaged-goods go-to-market model and does not sell directly to consumers. Distribution in the UK runs through all major grocery multiples (Tesco, Asda, Sainsbury's, Morrisons, Waitrose, Ocado, Co-op), convenience and discount chains (Spar, Nisa, Costcutter, Iceland, Poundland, B&M), online marketplaces such as Amazon, and a network of exclusive retail variants. Internationally, products are distributed in 73+ countries; local production is operated by 26 licensees, with the Middle East (notably ~25 million bottles of cordial sold during Ramadan) representing a particularly important market.
Revenue is generated primarily through one-time product sales to retailers and trade customers, complemented by royalties from international licensing arrangements. Marketing is brand-led across TV advertising, Instagram engagement, fan co-creation (Vimto Discovery), and creative agency partnerships—McCann was appointed as lead UK creative agency in December 2025. The company employs 251–500 staff and manufactures at a bottling facility in Wythenshawe, South Manchester.
Vimto firmographics
Firmographics- Name
- Vimto
- Legal name
- Nichols plc
- Website
- https://vimto.co.uk
- Company type
- Private
- Founded year
- 1908
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Vimto is a 1908-founded UK soft-drink brand owned by Nichols plc, selling squash, sparkling, still, energy, functional and confectionery products in 73+ countries via major grocery, convenience and online retailers, supported by international licensing for local production.
- Ownership category
- akta.pro rank
Vimto industry classification
Industry- Product category
- Soft Drinks
- NAICS
- Soft Drink Manufacturing (312111), Beverage Manufacturing (3121), Sugar and Confectionery Product Manufacturing (3113)
- SIC
- Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080), Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)
- akta.pro secondary industries
- Non-Alcoholic Beverage Concentrates, Syrups & Bases Manufacturing (AFAFABAM), Still Soft Drinks & Flavored Waters (Non-Carbonated) (AFAFABAB)
Keywords
Where Vimto is headquartered
LocationHeadquarters
- HQ city
- Newton-le-willows
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Vimto business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Soft Drinks Sales: Vimto generates revenue through the sale of its soft drink products including squash, sparkling drinks, still drinks, and energy drinks. Products are sold through major UK retailers and internationally in 73+ countries.
- Confectionery Sales: Vimto sells confectionery products including jelly babies, bon bons, lollies, flying saucers, candy floss, and various sweet treats under its brand through retail channels.
- International Licensing: Vimto products are produced locally in 26 countries through licensing agreements, with the brand earning royalties from international production.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Vimto product offering
Product offeringCore offering
Vimto manufactures and sells a heritage range of branded soft drinks based on a secret 1908 recipe combining grape, blackcurrant and raspberry juices with 23 fruit essences, herbs and spices. The portfolio spans squash concentrates, ready-to-drink still and sparkling drinks, energy drinks, functional Wonderfuel squash, kids drinks, and an extensive confectionery/sweet treats range. Products are distributed through UK grocery and convenience retailers and licensed for local production and sale in 73+ countries.
Product overview
Vimto is a Manchester-originated soft drink brand owned by Nichols plc, established in 1908. The product portfolio spans multiple categories: (1) Squash concentrates (Original and No Added Sugar variants plus flavored options like Orange & Pineapple, Mango & Passionfruit) containing Vitamins C & D; (2) Ready-to-drink Still beverages in Original, No Added Sugar, and flavored variants; (3) Fizzy/carbonated drinks in Original and Zero variants; (4) Vimto Energy drinks with natural caffeine and B vitamins; (5) Vimto Wonderfuel functional squash with added vitamins B, C, D and minerals (Zinc & Iron); (6) Vimto For Kids products (Minis and Vim2o Mini); (7) Confectionery/Sweet Treats including Jelly Babies, Jelly Beans, Flying Saucers, Millions, Lollies, Freeze Pops, Pyramids, Candyfloss, and various spray/chew candies; (8) Vim2o flavored water; (9) Limited Edition Discovery range. The brand's secret recipe combines grape, blackcurrant, and raspberry juices with 23 fruit essences, herbs and spices.
Differentiator
Problem solved
Functional benefit
Brands
- Wonderfuel: A functional squash range with vitamins B, C, D, Zinc and Iron, designed to support families with daily vitamin intake.
- Vimto Energy
- Vimto Energy Zero
- Vim2o
- Vim20
Products and services
- Vimto Original Squash The original Vimto squash concentrate made with grape, blackcurrant, and raspberry juices, featuring the secret recipe of 23 fruit essences, herbs and spices; now with added Vitamins C & D. Targeted at families and general consumers for everyday hydration.
- Vimto No Added Sugar Squash The original Vimto squash without added sugar, made with grape, blackcurrant, and raspberry juices; a source of Vitamin C & D, suitable for vegetarians. For everyday family hydration.
- Vimto Original Fizzy The classic Vimto taste in a carbonated format, made with grape, blackcurrant, and raspberry juices with extra bubbles; for general consumers.
- Vimto Fizzy Zero Vimto's carbonated zero sugar variant featuring the Vimto fruit sensation with extra bubbles; for sugar-conscious consumers.
- Vimto Original Still Ready-to-go Vimto refreshment in still format, now with Vitamins C & D. For on-the-go consumers.
- Vimto No Added Sugar Still Zero sugar still Vimto drink with Vitamins C & D, for on-the-go sugar-conscious consumers.
- Raspberry, Orange & Passionfruit Still Still drink combining raspberry, orange & passionfruit flavors with Vitamin D for flavour-variety seekers.
- Blackberry, Raspberry & Blueberry Still Still drink featuring blackberry, raspberry and blueberry flavors with Vitamin D for flavour-variety seekers.
- Vim2o Vimto flavoured water with the Vimto taste twist, no added sugar. Targeted at consumers seeking light, hydration-focused drinks.
- Vimto Energy Energy drink delivering the Vimto taste with real fruit juice, natural caffeine from coffee beans (32mg/100ml), and B vitamins; not recommended for children or pregnant women. Targeted at adults seeking energy drinks.
- Vimto Energy Zero Zero sugar version of Vimto Energy with real fruit juice, natural caffeine, and vitamins B6 & B12; for sugar-conscious adults seeking energy.
- Vimto Wonderfuel Functional squash range with vitamins B, C, D and minerals Zinc & Iron, designed to support families with daily vitamin intake. Available in Summer Berries, Apple & Blackberry, and Mango & Orange flavours.
- Raspberry, Orange & Passionfruit Squash Squash combining raspberry, orange and passionfruit flavours with added Vitamin D.
- Orange & Pineapple Squash Squash with orange and pineapple flavours, Vitamins C & D; exclusively available in Asda.
- Mango & Passionfruit Squash Squash combining mango and passionfruit flavours with Vitamins C & D; exclusively available in Asda.
- Mango, Strawberry & Pineapple Squash Squash with tropical mango, strawberry and pineapple flavours with Vitamins C & D.
- Cherry, Raspberry & Blackcurrant Squash Squash featuring cherry, raspberry and blackcurrant flavours with added Vitamin D.
- Vim2o Mini Vimto flavoured water for kids with real fruit juice, no added sugar; designed for healthy hydration in children.
- Vimto Minis No Added Sugar Kids drink in original fruit flavour, no added sugar, with Vitamins C & D.
- Vimto Limited Edition Discovery Range Limited edition fizzy flavours combining familiar fruits with tasty twists, including Sunset Papayadise and Pina Guava; created by Vimto fans on Instagram.
- Vimto Jelly Babies Soft jellies in Vimto flavour. Suitable for coeliacs; contains animal derivatives, not suitable for vegetarians or vegans.
- Vimto Jelly Beans Jelly beans in original, cherry and strawberry flavours. Suitable for vegetarians and vegans.
- Vimto Lollies Classic Vimto ice lollies made with the secret Vimto recipe.
- Vimto Original Freeze Pops Frozen Vimto treats in freeze pop format. 12 freeze pops per pack, less than 20 calories per pop.
- Vimto Pyramids Pyramid-shaped frozen Vimto treats made with the secret recipe. 10 units per pack.
Quantifiable outcome
- 25 million bottles sold during Ramadan in Middle East markets
- +2 more outcomes
Companies that use Vimto
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
Vimto technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Vimto partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- McCanncoreMcCann was appointed as Vimto's new lead creative agency in December 2025, replacing Quiet Storm which previously held the account. McCann will develop new marketing campaigns for Vimto in the UK.
- Quiet StormminorPrevious lead creative agency for Vimto that was replaced by McCann in December 2025.
- Nichols plccoreNichols plc is the parent company of Vimto (trading as Vimto UK Packaged). Nichols plc is a public limited company registered in England (company number 00238303). Vimto UK Packaged is a trading name of Nichols plc.
- Vimto International (Licensees)coreVimto products are produced locally in 26 countries through licensing agreements, enabling local production and distribution across international markets.
Scale indicators4 records
Recent moves6 records
Expansion highlights7 records
Vimto competitors and assessment
Company assessmentDirect peers
- Rubicon: Rubicon (AG Barr) competes with Vimto's still and sparkling fruit-based soft drinks in UK grocery and convenience, with overlapping exotic fruit flavor profiles.
- Ribena: Ribena is a blackcurrant-based juice/squash brand owned by Suntory, directly competing with Vimto in UK grocery squash fixtures and similar family hydration occasions.
- Lucozade: Lucozade (Suntory) is a UK energy/sports drink competing with Vimto's energy and functional SKUs in the same retail channels and consumer occasions.
- J2O: J2O (Suntory) is a UK juice-based still soft drink, directly comparable to Vimto's still range and Vim2o flavored water products in adult hydration occasions.
- Irn-Bru: Irn-Bru (AG Barr) is a heritage UK soft drink with a strong regional identity, paralleling Vimto's distinctive UK regional loyalist base and similar carbonated soft drink SKUs.
- Robinson's Squash: Robinson's (Britvic) is one of the leading UK squash brands and Vimto's most direct competitor on the cordial fixture in grocery multiples.
Broad incumbents
- Fanta: Fanta (Coca-Cola Company) is a global fruit-flavored carbonated soft drink competing with Vimto's fizzy range, with substantially greater marketing scale.
- Britvic: Britvic is a major UK and international soft drinks manufacturer (Robinson's, J2O, Tango, PepsiCo license) that competes broadly with Vimto across squash, still and carbonated categories in grocery and foodservice.
- Schweppes: Schweppes (Keurig Dr Pepper) is a broad carbonated soft drink incumbent sharing UK grocery, convenience, and foodservice fixtures with Vimto's fizzy range.
- Red Bull: Red Bull is the dominant global energy drink incumbent that Vimto Energy and Vimto Energy Zero must compete against in the same retail fixtures and adult consumption occasions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Vimto social profiles
Digital presenceVimto compliance and trust
Trust signalCompliance2 records
Vimto financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vimto leadership team
Management profileNumber of profiles
Vimto funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vimto M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vimto
What does Vimto do?
Vimto manufactures and sells a heritage range of branded soft drinks based on a secret 1908 recipe combining grape, blackcurrant and raspberry juices with 23 fruit essences, herbs and spices. The portfolio spans squash concentrates, ready-to-drink still and sparkling drinks, energy drinks, functional Wonderfuel squash, kids drinks, and an extensive confectionery/sweet treats range. Products are distributed through UK grocery and convenience retailers and licensed for local production and sale in 73+ countries.
Is Vimto a public or private company?
Vimto is a private company. It is classified as public and is currently operating.
When was Vimto founded?
Vimto was founded in 1908. It employs 251 to 500 people.
Where is Vimto based?
Vimto is headquartered in Newton-le-willows, United Kingdom, in the Europe region.
How does Vimto make money?
Three revenue lines are on record. Soft Drinks Sales are the primary driver. The others are confectionery Sales and international Licensing.
Who are Vimto's main competitors?
Direct peers on record are Rubicon, Ribena, Lucozade, J2O, Irn-Bru and Robinson's Squash. Broad incumbents are Fanta, Britvic, Schweppes and Red Bull.
Does Vimto have an API?
No public API is recorded for Vimto.
What industry is Vimto in?
Vimto's product category is Soft Drinks. Its primary akta.pro industry code is CRADAHAB, Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks), with a secondary code of AFAFABAM, Non-Alcoholic Beverage Concentrates, Syrups & Bases Manufacturing. Its NAICS code is 312111 and its SIC code is 2086.