Vimto Out of Home’s frozen drinks brand Starslush is challenging the nation to guess the flavour of the latest addition to its range this Easter.
Launched as a limited edition flavour to coincide with National Slush Month in May, the new Mystery Slush is jet black in colour, tapping into the trend for black food and drinks.
Nick Yates, sales and operations director, Vimto Out of Home, said: “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.
“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 three-month consumer competition to guess the mystery flavour. Those taking part can choose from gummy bear, marshmallow and lollipop.
Between March and May, 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, to be in with the chance of winning mystery prizes.