Available now as a limited edition, ‘Mystery Slush’, is jet-black in colour, tapping into the booming trend for black food and drinks. It’s in stark contrast to Starslush’s previous innovation – Unicorn slush, a pink shimmery watermelon slush, which was introduced last year.
Nick Yates, Sales and Operations Director, Vimto Out of Home, says: “We know how important it is to inject excitement into the category, which is why we’re continuing to innovate with on-trend, adventurous flavours. And it’s working.
“We’ve seen an 8% uplift in sales YOY in the accounts that stocked Unicorn on launch, and are expecting our newest flavour to perform well too. We’ve already had great feedback from the customers that have trialled it. 90% told us they love the great tasting new flavour, and 100% told us they liked the mystery concept.
Yates adds: “From black ice cream, to charcoal buns, and mystery flavour biscuits, we’ve seen the concept of black and mystery take other categories by storm – now it’s time to mix up the frozen drinks category too. While the drink may look very different from your usual slush, like the rest of our Starslush range, it’s made from real juice and contains no artificial flavours.”
Mystery Slush will be launched alongside a consumer competition to guess the mystery flavour running until May 2019, consumers who buy a Mystery Slush will be able to enter the competition by commenting what they think the flavour is on dedicated posts on the Starslush Facebook and Instagram pages. Those who guess correctly will be in with the chance of winning mystery prizes (T&Cs apply).
Mystery Slush’s flavour revealed at the start of the inaugural National Slush Month this May – more information on which will be revealed soon.