Vimto is a drink brand first. The fact that it now shows up as a jar of small chewy sweets is a decent example of how a distinctive flavour combination can outgrow the product it started in.
What Vimto flavour actually is
At its core, it's a specific blend of grape, blackcurrant and raspberry — three fruits that don't often get combined in exactly that ratio elsewhere, which is part of why the flavour reads as instantly recognisable rather than as a generic "mixed fruit." That specificity is what made it worth building a confectionery flavour around decades after the drink itself launched.
Why a drink flavour crosses over into sweets
Once a flavour blend is well established and recognised in one product category, it becomes a natural candidate for another. The recognition work is already done — a shopper seeing "Vimto" on a jar of sweets already has a flavour expectation before tasting it, which is a genuine head start that a brand-new flavour invented from scratch doesn't get.
How Millions built the jar version
Our Millions Vimto jar uses fruit juice concentrate from grape, blackcurrant and raspberry alongside matching flavourings, applied to the same coconut-oil-and-starch base every other Millions flavour uses. The goal isn't a literal liquid-to-solid transcription of the drink — it's evoking the same recognisable three-fruit blend in the Millions format specifically.
Where to find it
Sold in the same 2.27kg weigh-out jar as the rest of the range, alongside Strawberry, Peach and Orange.
Frequently asked questions
What flavour is Vimto?
A blend of grape, blackcurrant and raspberry, originally developed as a soft drink flavour.
Why did it become a sweet flavour?
A distinctive, well-recognised flavour combination is a natural candidate for crossing into other product categories, since the recognition already exists.
Does the Millions version taste like the drink?
It's built to evoke the same three-fruit blend using juice concentrate and flavouring, applied to the Millions format rather than a literal copy of the drink.