What Is Vimto Arabic? The Story Behind Ramadan's Iconic Drink

By Noor East Health & Wellness Team  |  Pro Tips Blog

Vimto is a British invention that became one of the most recognisable symbols of Ramadan across the Arab world. Walk into any supermarket in Saudi Arabia, Bahrain, Kuwait, or the UAE in the weeks before Ramadan and you will see stacked floor displays of Vimto bottles. In the UK, most people have tried Vimto as a childhood cordial. In the Arab world, it is a cultural institution tied to the breaking of the fast, as embedded in Ramadan as dates and soup.

This is the story of how a cordial from Blackburn became the unofficial drink of Ramadan, what makes the Arabic version different from the British one, and how to enjoy it the traditional way.

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What Is Vimto and Where Does It Come From?

Vimto was invented in 1908 by John Noel Nichols in Manchester. He originally sold it as a health tonic under the name Vim Tonic, shortened to Vimto in 1912. The drink is a cordial concentrate made from the juice of grapes, raspberries, and blackcurrants, flavoured with herbs and spices, and intended to be diluted with water before drinking. It contains no alcohol and no artificial flavourings in its original formulation.

In the UK, it has always been a popular cordial, particularly with children, and holds a place in British food culture alongside Ribena and Robinson's. In the Arab world, its story took a very different turn.

How Did Vimto Become the Drink of Ramadan?

The story begins in 1927, when the Aujan family, a Saudi-based business dynasty, began importing Vimto to the Arabian Peninsula. The drink arrived at a time when the Gulf had very limited choices in non-alcoholic beverages, and its sweet, fruity, concentrated flavour made it an immediate success, particularly as a drink to break the fast at iftar.

The reasoning behind its association with iftar is practical: after a long day of fasting, the body needs a rapid energy source. Vimto's high sugar content provides exactly that. The rich, sweet cordial diluted in cold water became a ritual opening to iftar meals across Saudi Arabia, Bahrain, Kuwait, Qatar, and the UAE. By the mid-20th century it was so embedded that Vimto consumption in the Arab world spikes by as much as 40% during Ramadan.

Today the Vimto brand is manufactured under licence in the region and markets itself explicitly around Ramadan. A Sunday Times article in 2007 called it the most popular Ramadan drink in the Arab world, a claim its century of sales data supports.

What Is the Difference Between Arabic Vimto and UK Vimto?

The formula is different. The Arabic version, produced for the Gulf market, has a sweeter, richer, more concentrated flavour than the UK version sold in British supermarkets. This is a deliberate adaptation for Gulf consumer preferences, where very sweet drinks are the norm, particularly at iftar when sweetness is part of the sensory experience of breaking the fast after a long, hot day.

The Arabic Vimto also comes in the iconic dark glass bottle that has become part of its identity in the region. The bottle design is as recognisable to Arab consumers as the drink itself, and many people buy it as much for the nostalgia of the packaging as for the taste. The glass bottle version retains carbonation and flavour better than plastic alternatives.

How Do Arabs Drink Vimto?

The classic iftar serving is simple: dilute approximately 1 part Vimto with 5 to 6 parts cold water, stir, and serve over ice. The ratio is a matter of personal preference, and many people in the Gulf prefer it stronger and sweeter than the UK packaging suggests.

Regional variations include mixing Vimto with laban (a thin, lightly salted yoghurt drink popular across the Gulf), which cuts the sweetness and adds a refreshing tartness. Vimto is also used in the Gulf as a base for a cold drink mixed with fresh lemon juice and sparkling water, a popular Ramadan mocktail.

During non-Ramadan periods, Vimto is commonly served at children's gatherings, weddings, and family meals across the Arab world as the default non-alcoholic cold drink. Its association with Ramadan is its most famous attribute, but its use is year-round.

Frequently Asked Questions

Is Vimto halal?

Yes. Vimto contains no alcohol and no animal-derived ingredients. The Arabic version sold by Noor East has no artificial flavourings and is suitable for Muslims. It has been a staple of Muslim households and Ramadan tables for nearly 100 years.

How do you dilute Arabic Vimto?

The standard dilution is 1 part Vimto to 5 to 6 parts cold water, but many people prefer a stronger ratio of 1 to 4. For a sparkling version, use chilled sparkling water. Add ice and a slice of lemon for a refreshing iftar drink.

Is the Arabic Vimto the same as the one sold in UK supermarkets?

No. The Arabic Vimto sold by Noor East is the Gulf-market formula in the original dark glass bottle. It has a richer, sweeter flavour than the standard UK version and is the version Arab communities in the UK specifically seek out for Ramadan.

Can I use Vimto in cooking or baking?

Yes. Vimto is used in Gulf and Arab cooking as a marinade base for lamb and chicken, as a syrup drizzled over desserts, and as a glaze. It is also used to make Vimto jelly, a popular Ramadan dessert in the Gulf.

Why does Vimto taste different in the Middle East?

The formula has been adapted over decades of Gulf distribution to match local taste preferences for sweeter, more intense flavours. The Aujan family, who hold the regional distribution rights, have had significant input into the formulation for the Gulf market. The glass bottle also preserves flavour better than plastic, which may contribute to the taste difference.