Vimto Out of Home, supplier of soft drinks to the leisure, attractions and hospitality industries, has announced it has reformulated the popular frozen drink ICEE, so it is sugar free.

According to Vimto Out of Home, the carbonated slush ICEE maintains the same look, taste and texture as previously but is sugar free and low in calories.

With 70% of consumers admitting they are proactively trying to lead healthier lifestyles, Vimto Out of Home says it is committed to cater for the growing demand for healthier beverage choices among consumers.

As Angela Reay, brand and innovation controller at Vimto Out of Home, said: “As part of Vimto Out of Home’s Happier Future ESG strategy, we are committed to providing our consumers with healthier, great tasting product choices. We are very excited about our new range and confident it will be a firm favourite with consumers.”

The new range of sugar-free ICEES are available at leisure venues in the UK, Ireland and Europe.