Nichols launches Vimto Energy Tropical Cooler targeting the convenience and wholesale channels
Nichols, the international soft drinks business behind the much-loved Vimto brand, is accelerating its expansion in the energy drinks category with the launch of Vimto Energy Tropical Cooler, a bold new flavour designed to drive rate of sale and unlock incremental growth across convenience and wholesale channels.
Launching on 19 February 2026, following a seven-week exclusivity period with SPAR, Vimto Energy Tropical Cooler will be available in a 500ml can, with a standard pack as well as a price-marked pack (PMP). This dual-format approach is designed to maximise visibility and shopper confidence in impulse-led environments, where PMPs continue to deliver standout performance.
The launch taps into strong category fundamentals. Annually in UK, energy drinks now represent over 5 billion drinking occasions and £3.8bn in value, with the category forecast to grow by £678m (+5.3% CAGR) between 2024 and 20301. Within this, flavoured energy remains a key growth engine, now representing one in five energy drinks sold, while tropical flavours are growing +12% year on year, positioning Vimto Energy Tropical Cooler to capitalise on increasing consumer demand.
Vimto Energy is already delivering strong results for retailers, with sales up +85% year on year2 , and playing an incremental role by appealing to a broader audience, including lighter and non-energy drinkers. The brand is positioned around more accessible, everyday energy moments – supporting Morning Energy and Afternoon Boost demand spaces – which align strongly with convenience shopping missions.
Commenting on the launch, Angela Reay, Marketing Director at Nichols, said:
“We are really excited by the launch of Vimto Energy Tropical Cooler, the latest product in our growing Energy range which has been developed to specifically target the convenience and wholesale channels. Flavoured energy and price-marked packs are delivering strong growth in impulse, and this launch brings both together in a trusted, mainstream brand. The Tropical Cooler flavour delivers a sense of escapism while staying true to Vimto Energy’s inclusive proposition, helping retailers attract new shoppers, drive repeat purchase and unlock incremental category growth.”
Vimto Energy Tropical Cooler has been developed to deliver against the growing ‘Enhance My Body & Mind’ need, combining functional benefits with great taste and refreshment. Key product benefits include being high in Vitamins B6 & B12, zero sugar, made with natural caffeine, and real fruit juice, supporting health-permissible choices without compromising on flavour.
Taste and refreshment remain critical drivers of repeat purchase in impulse. Vimto Energy has already proven its credentials, outperforming the market leader on taste, with an overall acceptance score of 7.7/10 and 67% of consumers saying they would probably or definitely purchase4. Additionally, 72% of consumers agree Vimto Energy is refreshing, reinforcing its suitability for immediate consumption.
1 Source: Kantar Usage, IH+OOH, Total Soft Drinks, 52 w/e 12 May 2024
2 Source: Nielsen IQ; Energy category; 12-month period ending 01.11.25; GB Total Impulse market
3 Source: Nielsen IQ; Energy category; 12-month period ending 01.11.25; GB Total Coverage market
4 Source: WSS Product Testing Report, Wirral Sensory Services, July 2025