Vimto set for huge sales spike during Ramadan

Vimto sales are set for a huge spike as Muslims across the world buy the drink during Ramadan.

An estimated 35 million bottles are guzzled in Arabic countries per year alone with the drink especially popular over the course of the holy month, which began on Monday.

The fruity drink's high sugar content and strong flavour has seen it become a refreshment of choice for Muslims to signal the start of the iftar feast when the Ramadan fast is broken.

Manchester imam, Asad Zaman, told Kevin Bocquet on Radio 4’s Sunday programme: “One of the reasons it is so popular in the Middle East is because they have quite a sweet tooth.

“After a day of fasting your stomach has collapsed and your body is really low on energy. Anything sweet is a quick fix in terms of energising your body.

"Of course there are other things like dates which are recommended.”

Vimto’s Warrington-based manufacturer Nichols exports more bottles to Saudi Arabia than anywhere else outside the UK with Kuwait and the United Arab Emirates also large non-domestic markets.

Sales of the drink increased across the Middle East by 9 per cent last year.