“This is a regressive and unnecessary decision when an increasing amount of people are becoming vegan and eating plant-based diets to oppose the abuse, exploitation, and killing of animals.”

Vimto has upset vegans after announcing its iconic squash drinks have been altered to introduce an animal-based supplement.

The British soft drink company recently updated its website stating its soft drinks are now fortified with animal-based vitamin D – most likely sourced from lanolin, which is derived from sheep’s wool.

The change only affects Vimto squash drinks. Other variants, including fizzy and still ready to drink ranges have not been altered.

‘Not suitable for vegans’

“All of our Vimto squash drinks are suitable for vegetarians. Due to the recent addition of Vitamin D, they are not suitable for vegans,” Vimto wrote online.

“However, all of our other Vimto drinks variants, including fizzy and still ready to drink ranges, do not contain any animal products and as such, are suitable for vegetarians and vegans.”

Online backlash

The message sparked an outcry online with hundreds of vegans flocking to Vimto’s Instagram to share their dismay.

“Why would you go backwards and make it not vegan?’ wrote one user.

“ Why add non-vegan vit D3 when you could simply add D2? It just makes no sense to alienate a large part of your customer-base. This seems so against the tide as to be self-sabotaging,” commented another.

“Why the hell would you add an animal product in a time when there’s such a huge market for keeping things cruelty free? The most bizarre thing I’ve ever seen.” blasted a third.

Petition #MakeVimtoVeganAgain

Mental health nurse Ian Anderson, 30, has launched a petition to demand that Nichols plc, the company behind Vimto, reverts back to its vegan-friendly recipe.

“We the undersigned feel that this is a regressive and unnecessary decision when an increasing amount of people are becoming vegan and eating plant-based diets to oppose the abuse, exploitation, and killing of animals,” the petition reads.

“There is no reason why Vimto needs to contain animal products. We call on Nichols plc to either reverse this decision or to use a plant based Vitamin D such as Vitamin D2. #MakeVimtoVeganAgain.”

 554 people have signed the petition at the time of writing.

 Response

Confirming its stance, a spokesperson for Nicols PLC said: “At Nichols PLC we are committed to providing our consumers with healthier choices, and have recently re-launched our Vimto squash range with the added benefit of Vitamin D. 

“We value consumer feedback and have taken this on board throughout the new product development process.

“We can confirm that our Vimto Squash fortified with Vitamin D, whilst suitable for vegetarians, is unsuitable for vegans. All other drinks in the Vimto range remain suitable for vegans.”

 You can sign the petition here.

Share this story: Vimto faces heavy criticism after announcing iconic squash drinks  no longer suitable for vegans.