Frozen Beverage Brand, ICEE Comes to the UK and Europe with Vimto

ICEE is sold in a variety of retail channels in the US and around the world including large grocery stores, convenience stores, cinemas, amusement parks, quick serve restaurants as well other smaller retail stores.

The brand’s distinctive red and blue striped cup, frost capped letters, ICEE Bear mascot, dome lid, spoon straw and fun flavours have helped it achieve iconic brand status in the US. The core product has remained the same for 50 years and is beloved by consumers of all ages. 2017 marks the 50^th anniversary “ICEEversary” for ICEE and is being celebrated with limited edition collector cups, special flavours and media appearances.

In 2017, ICEE will also shake up the frozen beverage scene in the UK and Europe. The popular carbonated frozen drink, which is entering the market for the first time, will be available via Vimto Out of Home from October 2017.

The brand will add to Vimto Out of Home’s dispense and packaged soft drinks ranges, as well as its existing range of leading frozen drinks brands, allowing the organisation to provide a total frozen category offer.

Vimto Out of Home’s licence covers manufacturing, sales & marketing, distribution and service for the ICEE product and equipment. As one of the UK’s largest drinks distributors it will also give exclusive access to the latest state of art equipment and ICEE’s ongoing innovation pipeline.

Nick Yates, Sales and Operations Director at Vimto Out of Home, says: “It’s an exciting time for us, adding the world’s number one frozen beverage brand to our portfolio. We know the demand for iced drinks is there, especially in cinemas, QSRs, theme parks and other leisure attractions, and are well equipped to bring ICEE to this market, where we already have a strong presence.”

Steve Every, VP Managed Services and International at ICEE, says: “We’re delighted to be working with Vimto Out of Home. They are an ideal partner and we share many synergies in terms of ways of working and a shared vision for growth. This is an important step in our international expansion, and we look forward to exploring the many opportunities within the UK and Europe together with Vimto Out of Home.”