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Sunday, 28 March 2004


The BBC reports that Nichols plc is to re-introduce its long-established VIMTO fruit drink in India, after an absence of some 50 years. To do so, Nichols had first to re-register its historical brand, warding off imitation brands such as the WIMTO raspberry drink. Said Nichols plc’s chairman, John Nichols: “India is a good market - there are lots of people, a growing economy and an awareness of our product from many, many years ago". He is unperturbed by the spectre of VIMTO’s imperial association, pointing to the continued success of old-established pre-independence colonial brands such as OVALTINE.

Soft drinks are a matter personal taste: the IPKat notes that VIMTO is an anagram of “vomit”. More seriously, there is a strong element of nostalgia in consumer choices relating to soft drinks: the relaunch of childhood favourite brands can generate cult status.

Vimto site
History of Vimto
University of Vimto here
Sighted! Vimto jam tarts, lollies and bars
Vimto recipe here
Other Nichols trade mark activity here

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