THE chief executive of Vimto is urging the Government to show its commitment to the Northern Powerhouse brand, adding that the North needs to stand behind a united voice.

Marnie Millard CBE joined the Nichols' group, which own Vimto, as managing director in October 2012 and was appointed as chief executive eight months later.

Speaking to insidermedia, Millard said it is critical that the North's contribution is recognised.

She said: "The towns and cities of the North have very strong personalities as individuals so having a collective identity and one voice is hugely powerful.

"The brand has generated real interest and it is great to know that 'Northern Powerhouse' resonates with businesses in the UK and internationally.

"The success in helping the North to work more collectively and aiming to share a voice has been a boon.

"However, the 'Northern Powerhouse' relies on central government support and the momentum has waned since the last election.

"The government must demonstrate meaningful commitment, both in terms of supporting the concept and delivering investment across the North, a well connected Northern economy would see a boost of tens of billions of pounds."