In 2019, the Golden Casket won the prestigious ‘Grocer – Best New Product Award’ for our juicy Vimto Jelly Babies. The Grocer New Product Awards is an annual event which rewards outstanding innovation in the UK FMCG sector in both non-food and food categories. This event is the place to be to learn about all the latest and greatest innovations that have hit the shelves in the last 14 months.

The Golden Casket started working with Vimto as a licensing partner in 2017 and led to the creation of Vimto Millions which has since went on to become an extremely popular addition to the brand. After a successful partnership with the Millions brand, Golden Casket was eager to create another original Vimto product to add to their portfolio – hence Vimto Jelly Babies was born.

Vimto Jelly Babies were launched in 2018 and went on to sell over 20 million units, making them one of Golden Caskets best-selling lines throughout 2019 and 2020. Sandra Fisher, Sales & Marketing director at The Golden Casket Group, had this to say when asked about the success of the line “Given the difficulties we have faced this year as a confectionery manufacturer and distributor, tonnes of Vimto Jelly babies have been sold and eaten, in fact over 700,000 bags! This clearly shows Vimto Jelly Babies hold a firm place in the market and I can only hope the success of this line continues throughout the coming years”. Vimto Jelly babies were nominated for The Grocers New Product Award in 2019, in the Confectionery category. They took the top spot after experts said they were a “well-executed combo of two classics”.

Golden Caskets Vimto Jelly Babies are suitable for those with a halal diet and currently available to buy in most wholesalers such as; Booker Makro, Hancocks, Bestway/Batley and Nisa, National stores such as; Lidl and Wilkinsons, and some independent retailers.