In response to consumer trends, Vimto Out of Home, supplier of the biggest soft drinks brands for hospitality and leisure, has reformulated the world’s number one frozen drink ICEE, to be sugar free.

ICEE, the popular carbonated slush, still has the same great taste, texture and look as before, but is now sugar free and lower in calories. ICEE flavours include Cherry, Raspberry, Vimto, Strawberry and Lemonade. The range is available across the UK, Ireland and Europe in cinema and leisure venues.

Vimto Out of Home are committed to delivering best in class products that meet consumer needs. Health continues to be a major driver of choice, with 70% of consumers stating they proactively try to lead a healthy lifestyle.

ICEE sugar free follows the earlier 2021 launch of Vimto Out of Home’s Starslush sugar free range, which has already proven to be a huge success with consumers.

Angela Reay, Brand & Innovation Controller at Vimto Out of Home said: “As part of Vimto Out of Home’s Happier Future ESG strategy, we are committed to providing our consumers with healthier, great tasting product choices. We are very excited about our new range and confident it will be a firm favourite with consumers.”

Vimto Out of Home also recently added SLUSH PUPPiE to its line-up of big frozen brands, further establishing itself as a leader in the frozen drink category.