A new leash of life for SLUSH PUPPiE

The much-loved frozen drink has been re-launched in the UK, as the pup becomes part of the Vimto Out of Home family

Following a deal signed last year, which saw leading frozen drink supplier Vimto Out of Home, part of Nichols PLC, acquire the rights to the iconic brand in the UK and Europe, the company has revealed plans to rejuvenate the design and launch a range of refreshing new flavours.

SLUSH PUPPiE joins the company’s unrivalled portfolio of frozen brands, including the world’s number one frozen beverage brand, ICEE, and UK favourite, Starslush. It will help spearhead growth in the category and cement Vimto Out of Home’s position as the number one frozen beverage supplier in the UK.

SLUSH PUPPiE is now 100% made in Britain, containing all-natural flavours, vitamin C. All variants are gluten-free and suitable for vegans.

The range comprises four paw-some flavours:

  • ViMTO

To support the relaunch a new range of PoS has been designed for stockists, including digital screens, strut cards, posters and banners. The brand’s recyclable cups and paper straws also sport the new look and are available to customers now, alongside the brand’s sales-boosting Double-Bubble re-usable vessel.

As part of the Vimto Out of Home portfolio SLUSH PUPPiE will also benefit from Vimto Out of Home’s state-of-the-art equipment, unrivalled service and support, as well as its expertise in the frozen drink sector.

Angela Reay, Brand Controller, Vimto Out of Home, said: “SLUSH PUPPiE is a much-loved brand in the UK and we are delighted to now be able to offer it to our customers, as part of our leading frozen drinks range.  With its refreshed look and best-selling flavours, backed by our expertise and support, we are confident SLUSH PUPPiE will be a very pup-ular treat this summer and beyond.”

Vimto Out of Home signed a new long-term agreement with the brand’s US owners, J & J Snack Foods Corp, at the end of last year. It now has the rights to manufacture, manage, distribute, and sell SLUSH PUPPiE across the UK, Ireland, and Europe.