Nichols targets convenience sector with Vimto Energy Tropical Cooler

Nichols, the international soft drinks group, is set to further disrupt the energy category with the launch of Vimto Energy Tropical Cooler.

Developed specifically for the convenience and wholesale channels, the new variant aims to capitalise on the double-digit growth of tropical flavour profiles and the continued dominance of price-marked packs (PMPs) in the impulse sector.

The product will officially launch across the trade on February 19, 2026, following a seven-week exclusivity window with SPAR. To meet the diverse needs of independent retailers, the 500ml cans will be available in both standard and PMP formats, a strategy designed to build shopper trust and drive immediate rate of sale in high-footfall environments.

The launch is backed by powerful category data showing that energy drinks now account for over 5 billion drinking occasions annually in the UK, with a total market value of £3.8 billion. Flavoured energy remains the primary growth engine for the category, now representing 20% of all units sold. Within this subset, tropical flavours are currently outperforming the broader market with a 12% year-on-year value increase.

Angela Reay, marketing director at Nichols, noted that the Tropical Cooler flavour was developed to provide a sense of "escapism" while maintaining the inclusive, accessible brand positioning that has seen Vimto Energy sales surge by 85% over the past year. Reay said that the brand is successfully attracting lighter and non-energy drinkers by focusing on "everyday energy moments," such as the morning commute or the mid-afternoon boost.

From a formulation perspective, Vimto Energy Tropical Cooler aligns with the clean label and health-permissibility trends currently shaping the functional beverage market. The liquid is zero sugar, crafted with natural caffeine and real fruit juice, and fortified with Vitamins B6 and B12. Sensory testing conducted by Wirral Sensory Services in late 2025 gave the range a high acceptance score of 7.7/10, with 67% of consumers indicating a high intent to purchase based on taste alone.