Puddings in a bottle from Vimto

04 May, 2007

Vimto Soft Drinks has launched a range of chilled drinks in six pudding flavours.

Yum comes in Apple & Cinnamon Pie, Cherry Pie, Lemon Cheesecake, Summerfruit Trifle, Banoffee Pie and Rhubarb & Custard, with each bottle containing fewer than 20 calories.

Targeted at women aged 18 to 40 , the range will retail at 99p for a 20cl bottle.

"Although healthier lifestyles are important to today's consumers they don't want to compromise on taste and Yum is offering a big slice of guilt-free indulgence in a little bottle," a Vimto spokeswoman said.

Yum will be sold in selected high street retailers for three months from the beginning of May before rolling out nationally. A new website - www.whyfeelguilty.com - will support the launch.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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