Vimto targets the on-trade to stock frozen slush

By Robert Mann contact

- Last updated on GMT

Ice cool: Vimto is hoping to move its frozen drink into pubs and bars
Ice cool: Vimto is hoping to move its frozen drink into pubs and bars
Vimto Out of Home is spearheading a celebration of all things ‘slush’ this month after recent consumer research revealed one in three adults bought a frozen drink last year.

To mark the occasion, Vimto has launched the first in a series of social media competitions, as part of a campaign to get the nation celebrating slush.

It has teamed up with some top social media stars to encourage people to share their best #slushface for the chance to win an iPad.

To take part, consumers need to purchase either a Starslush or Fryst iced cocktail drink, capture their #slushface and upload the selfie to Instagram with the same hashtag.

Vimto brand manager Peter Robinson told of his excitement ahead of the category first.

“We’re excited that National Slush Month is finally here,” exclaimed Robinson.

“We’re kicking off proceedings with a range of fun challenges to get the national talking and enjoying slush.”

On-trade target

The frozen drink supplier, which sold more than 40m cups of slush last year, hopes to move the drink beyond its traditional heartland of theme parks and 10-bin bowling joints to pubs and bars.

Vimto sales and operations director Nick Yates explained almost half of survey respondents said they would like to see more frozen drinks on pub menus.

He explained: “From our research, we know that three quarters of people are open to trying or buying slush, so venues just need to raise awareness of their offer.

“National Slush Month provides the perfect opportunity to do just that.”

The company owns two slush brands – the non-alcoholic Starslush and the alcoholic Fryst – both dispensed using the same equipment.

It has also recently launched Mystery Slush, under the former brand, and is challenging the nation to guess its flavour.

Related topics: Soft & Hot Drinks