We’re passionate about making products consumers love – it’s at the heart of what we do.
This means developing products that allow consumers to make healthier choices, strengthening our approach to responsible sourcing and continuing to challenge ourselves to find sustainable solutions for our packaging.
Focus areas:
Healthier Hydration
We know that we have an important role to play in helping our consumers make healthier choices. Whether by reducing sugar content or adding nutrients, we continue to develop our portfolio through innovation and continuous renovation.
We’ve made sugar reduction our mission. Over the past ten years to the end of 2021, we cut 1,333 tonnes of added sugar from our UK packaged products, reducing the average sugar content from 8g/100ml in 2012 to 5g/100ml by 2021.
All our products in the UK remain exempt from the Soft Drinks Industry Levy, with 99% of our UK ranges now low or No Added Sugar (NAS).
All future innovation for both UK Packaged and OOH will be low or NAS. We continue to work closely with our international partners to explore sugar reduction, where appropriate.
Key Progress in 2023
This year we increased our proportion of No Added Sugar (NAS) products in our UK Packaged portfolio so that over half (52%) of the total volume of drinks sold is now NAS.
Sustainable Packaging
Unsustainable and unnecessary packaging is a pressing concern for our consumers, who don’t want to see the products they buy going on to impact the natural world. We are committed to working with our partners and the wider industry to promote sustainable options and encourage responsible consumer behaviour.
Working with our partners, we have already made significant strides across the four pillars of our packaging strategy.
Key Progress in 2023
This year, in addition to embedding the sustainable packaging policy across the business, we increased transparency of Vimto UK branded 500ml shrink sleeves to improve ease of recyclability.
In 2023, 40.5% of the total PET used in our UK Packaged portfolio was recycled PET, the same as 2022. In 2024 we will move to using 51% rPET in all our UK PET packaged products.
Proud of every Pack
Reduce
Not using an ounce more packaging than we need to
Reuse
Exporing re-usable formats in all sectors
Recycle
Building a circular economy for packaging
Reimagine
Investigating potential new materials and formats
Responsibly Sourced
The unique flavour of our products begins with quality ingredients sourced from trusted and responsible suppliers.
We source ingredients and materials primarily from long-standing partnerships, providing us with a clear understanding of product quality, labour protections and environmental practices.
Key Progress in 2023
This year we have focused on revising our Responsible Sourcing Policy and developing our Supplier Code of Conduct to ensure our partners meet our environmental, social and governance standards.
Highlights
HFSS compliant
Our UK Packaged portfolio is now 100% HFSS compliant
52% of total UKP portfolio volume is now no added sugar
NAS advertising focus
100% of UK Vimto advertising spend focused on NAS variants
Vimto UK squash contains 51% rPET
Packing our new squash bottle is also more efficient, reducing our carbon footprint
UKP 100% recyclable
Packaging in our UK packaged drinks range is 100% recyclable
Reduced Sugar
100% of our UK Packaged portfolio are low or no added sugar recipes
Stories
Find out about some of the ways we’re creating products we’re proud of
