Frozen drinks range heats up

Vimto Out of Home expands its iced slush range ahead of summer

Available in various flavours, Starslush has proved popular in the on-trade, says Vimto

THE firm behind fruit iced slush brand Starslush has bolstered its range ahead of the warmer summer months.

Vimto Out of Home has unveiled all-new Unicorn Starslush – a watermelon flavoured drink – which the firm said will drive fruit slush sales for operators in the months ahead.

Ed Jones, senior customer marketing manager at Vimto Out of Home, said the firm is confident in the new flavour’s appeal – especially during summertime.

He said: “Watermelon is a firm favourite with consumers, particularly in the warmer months, and as frozen brand leaders we have strong insight into what will sell.”

Watermelon is a firm favourite with consumers, particularly in the warmer months.

The new slush flavour also features a ‘shimmer’ finish, said Jones, which he said will make the new varietal an attractive proposition to kids and adults alike.

Additionally, Starslush’s Blood Orange variant, which was originally launched as a limited edition product for Halloween last year, will now join the brand’s permanent range (which includes Strawberry, Blue Raspberry, Cola, and Vimto) following “unprecedented demand” for the flavour.

Jones said consumers have “demonstrated a taste for Blood Orange”, which he claimed is already worth £8 million to the UK market.

“We’re seeing greater demand for frozen drinks all year round, especially at an increasing number of pubs and bars,” said Jones.

“Our new Blood Orange flavour really taps into customer appetite for new and exciting flavours.”