IB Group has announced it is expanding its partnership with Vimto, the UK sweet brand.
The UK’s largest confectionery distributor is set to become the sole License holder, distributor and developer of Vimto products.
The group is behind many of the country’s leading home confectionery brands, such as Hancocks, World of Sweets, Bonds and Bobby’s.
Helen Bradshaw, sales and marketing director at IB Group, said: “Vimto is an iconic brand, deeply loved by customers around the globe and with its unique and secret fruity flavour, it is the perfect partner for a wide variety of sweet treats.
“Last year we launched significant Vimto NPD including Vimto Juicy Mix-ups, Vimto Flying Saucers and Vimto Fizzy Mallows and we are excited to bring our in-house product development expertise to these ranges too and our distribution channels to build on existing reach of Vimto confectionery.”
Helen Hartley, brand licensing manager at Vimto, said: “We are delighted to further expand our partnership with the IB Group, they were the natural choice to appoint as licence holder, due to their dual expertise in product development and distribution reach.”