Wonderfuel is high in vitamins B, C and D and is a source of iron and zinc. Made with real fruit juice and containing no added sugar, the product is a ‘first-of-its-kind’ squash blending ‘taste with essential nutrition’.
The new launch from drinks manufacturer Nichols is available in three flavours – Apple & Blackberry, Summer Fruits and Mango & Orange – and is targeted at family breakfast occasions.
Health is a key consumption trigger in morning and with only 12% of all squash occasions being at breakfast (Kantar Usage, 52 w/e May 2024). Vimto Wonderfuel has been positioned to drive category growth by unlocking new occasions and engaging new shoppers.
Cost per serving
Available in 725ml bottles, Wonderfuel comes in at 17p per serving, compared to the average 50p per serving of other branded fruit juices (Nichols survey of Tesco online data for 2025).
Angela Reay, marketing director at Nichols, said: “Breakfast is an important occasion for families, but parents are increasingly looking for ways to add more nutrition to their children’s diets without compromising on taste.
“Vimto Wonderfuel is the perfect solution, offering a delicious and convenient way to provide essential vitamins and minerals at the start of the day. We’re confident this launch will energise the squash category and drive growth from health-driven breakfast occasions.”
Advertising campaign
Vimto Wonderfuel is now available in major UK retailers, including Tesco, Sainsbury’s, Morrisons, and Booths. The launch will be backed by a £1.2 million marketing campaign, starting with shopper marketing and social media in May, and then TV advertising breaking in August to drive awareness and engagement with families during the key ‘back-to-school’ period.
Meanwhile, strong international business and resilient UK sales has seen Vimto owner Nichols report continued growth in its preliminary results for the year ended 31 December 2024.
Group Revenue grew slightly to £172.8 million (from £170.7 million in 2023), while overall packaged revenue increased by 4.4%. UK Packaged sales increasing by 6.3%, largely driven by innovation and distribution gains, while international packaged revenue increased by +0.8%.
