Shaking up the squash category with vitamin fortification

In April 2021, we were proud to relaunch the core Vimto squash range with added nutrients, bringing additional health benefits to our consumers. The full range was fortified with vitamin D, with the addition of vitamin C to some products, without compromising the unmistakeable great taste of Vimto.

And in 2025 we launched Vimto Wonderfuel, a new functional squash designed to help families start the day the right way. High in vitamins B, C & D, and a source of iron and zinc, it is made with real fruit juice with no added sugar, and targets the breakfast occasion.

As the No.2 Squash brand in the UK, part of Vimto’s ambition is to reframe the squash category, celebrating both flavour and functional health benefits, providing consumers with additional reasons to shop the category and driving sustainable incremental long-term growth.