Vimto is launching its first fudge product: Handmade Vintage Vimto Fudge.

Blended with Vimto’s unique flavour, the new product will bring excitement to the sugar confectionery category, which is currently worth £1.38m (IRI Total Market, 52 w/e 24.04.16), by tapping into the demand for nostalgic treats.

Available now to independent retailers, the new fudge is packaged in two formats, a luxury carton ideal for sharing and a premium tin for the gifting occasion. To ensure the brand’s distinctive flavour remains recognisable, Vimto has teamed up with Gardiners of Scotland, a long-established family-run business that specialises in a wide range of traditional confectionery products.

Helen Hartley, Vimto brand licensing manager, said: “This is a hugely exciting launch for the brand as it not only propels Vimto into a new sector but allows us to offer a product that will appeal to a broader age range of consumers. Both formats will be available all year round, but have launched just in-time for the Christmas gifting season for those looking to trade-up and purchase more premium confectionery items.

“There is a real and growing demand for traditional sugar confectionery and Vimto Fudge cleverly caters to this, by utilising the brand’s heritage as a familiar flavour consumers will remember from their childhoods. The premium tin can easily be kept once the fudge has been eaten and used as a decorative item or as storage for lovers of all things vintage.”

Ahead of Vimto’s 110th anniversary in 2018, the launch will increase awareness of Vimto’s heritage as a long standing British brand with stand-out, premium, embossed packaging that uses original advertising from across its history. Available now in two formats, a 170g carton (rrp £3.99) and 250g tin (rrp £6.99).

For trade enquiries, call Vimto on 01925 294005.