Millions gets seriously mixed up with new Vimto flavour

Soft drinks favourite, Vimto, is teaming up with Millions, the tiny tasty chewy sweets, for the first time to create Vimto Millions. The unique flavour will hit shelves across the country this August, just in time to boost back to school sales.

Vimto and Millions are looking to target teen consumers with the partnership, taking advantage of Vimto’s popularity among 15-19 year-olds. As both brands continue to go from strength to strength, they’re in a strong position to collaborate: Vimto is bought by one in four homes (one in two in North West regions[1]) and now worth over £75m,[2] while Millions is valued at a substantial £12m[3].

Vimto Millions will be available in a variety of formats, from a classic 40g count line to taper jars and a £1 PMP.  The Vimto brand continues to be supported by ongoing marketing activity, including a targeted digital campaign and social media activity throughout the year.

Helen Hartley, brand licensing manager, Vimto said: “Vimto has had over 10 years of continuous growth, with almost 6 million buyers nationally. So we couldn’t think of a better time to partner with another long-standing successful British brand. We’re tremendously excited about the launch of Vimto Millions and are certain it will be a hit with customers.”

Sandra Fisher, sales & marketing director, Golden Casket: “Millions aren’t just unique in shape and size, they’re known for their fabulously strong, punchy flavours. That’s why Vimto’s distinctive taste is the perfect fit. We couldn’t be happier to be launching such a one of a kind product, alongside another highly credible brand.”

Retailers are advised to stock up to make most of demand. To find out more, contact the sales team on +44 (0)1475 721 099 or visit

1Nielsen, Homescan UK & Lancs & EB, MAT 28.01.17

2 Nielsen Value Sales, Total Coverage, MAT 15.07.17

3 Golden Casket, August 2017