The decision came as the firm launches a major advertising push next month involving television, cinema and print media.
A spokesman for Nichols, which owns the Vimto brand, said: "We can confirm that the new campaign will not involve Purple Ronnie.
"It was felt that the partnership had run its course and it was time to try something new."
He added that further details of this latest push are being kept under wraps until later this week, although he would confirm it is being handled by Cheetham Bell JWT, which previously worked with Vimto on its Purple Ronnie campaigning.
Last year's 拢3.5m push for the brand featured Purple Ronnie as well as 'Little Britain' star Matt Lucas singing classic 80s track 'D.I.S.C.O' with the substituted words "V.I.M.T.O".
This coincided with a redesign for its cordial packaging to highlight health benefits and the launch of a lunchbox-size, 250ml sports-cap bottle version of the drink.
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