Soft drink celebrates record sales after becoming ‘Ramadan beverage of choice’

Sign up to IndyEat's free newsletter for weekly recipes, foodie features and cookbook releases Get our food and drink newsletter for free Get our food and drink newsletter for free SIGN UP I would like to be emailed about offers, events and updates from The Independent. Read our privacy policy The maker of Vimto is celebrating record sales in the Middle East after building on its success as the “drink of choice” for those observing Ramadan. open image in gallery Vimto advert shows energy-boosting popularity in Middle East during Ramadan On its website, Vimto says Vimto Cordial was first introduced to the Middle East in 1927 by the Aujan family, adding: ”Vimto’s Vimto has been synonymous with Ramadan for nearly a century and has become a family tradition and legacy routed in the Khaleeji heritage. Vimto Cordial is Ramadan’s unique and irreplaceable drink of choice on the Iftar table which is prepared and consumed by families across all generations.” Nichols, the owners of Vimto and Slush Puppie, said its sales in the region outpaced the 3.5% global revenue growth to reach £170.7 million, while its pre-tax profit rose 75.3% to £24.3 million. open image in gallery The high sugar level and the strong flavour works as a welcome energy boost after a day of no food or drink Muslims around the globe will begin observing the holy month of Ramadan in March, a period of deep spiritual reflection and fasting that takes place every year.