Peters and 7-Eleven launch new summer mash-up

Source: Supplied

A raspberry Slurpee has found its way into a Drumstick cone, as 7-Eleven and Peters turn two familiar Aussie summer staples into one frozen mash-up.

The new Drumstick Slurpee takes 7-Eleven’s raspberry Slurpee flavour and rebuilds it as Drumstick’s first-ever sorbet creation, combining raspberry-flavoured sorbet with smooth vanilla and fizzy candy pieces for a little extra pop and crunch. The chocolate tip has held onto its position at the bottom of the cone because, collaboration or not, some things should just remain untouched.


Andrea Hamori, Head of Marketing at Peters Ice Cream, said, “Drumstick is always looking for ways to shake up the classic cone experience, and our first-ever sorbet creation is a really exciting milestone for us.

“Slurpee’s raspberry flavour is already a huge hit with Aussies, so we wanted to see what would happen if we gave it the Drumstick treatment. The result is something fruity, refreshing and packed with all the fun you’d expect from both brands.”

The collaboration has already been a hit overseas and has now landed in Australia, giving the classic cone a fruitier spin without losing the creamy vanilla and chocolate hit people expect from a Drumstick.

More than 155 million Drumstick cones are sold annually, while millions of Slurpees are enjoyed each year, making both products a pretty familiar part of Australian summers.

Research cited by the brands found 42% of Australian snack consumers agree that flavour collaborations between brands add excitement to snacks. In this case, the experiment is fairly literal: take one of 7-Eleven’s best-known Slurpee flavours, put it in a Drumstick and see what happens.

“Slurpee has been part of Australian summers and weekends for generations, so seeing our signature raspberry flavour reimagined as a Drumstick cone is a fun new chapter,” said Rob Kirby, General Manager of Merchandise, 7-Eleven Australia.

“This is a collaboration that brings a little nostalgia with something completely unexpected, and is exactly what 7-Eleven does best, so we can’t wait for customers to get their hands on it.”

The new Drumstick Slurpee is available now exclusively at 7-Eleven stores across Australia for summer.

Source: Wired Co.

Find more food retail updates on Crumb Wire.

Pallavi Mathur

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Pallavi Mathur is the founder and editor of Crumb Wire. She cut her teeth in PR before turning her lifelong passion for food into a full time gig. Pallavi brings readers a daily digest of what's hot in food and drink, covering restaurants, retail and features rooted firmly in food culture.

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Peters and 7-Eleven launch new summer mash-up

A raspberry Slurpee has found its way into a Drumstick cone, as 7-Eleven and Peters turn two familiar Aussie summer staples into one frozen mash-up. The new Drumstick Slurpee takes 7-Eleven’s raspberry Slurpee flavour and rebuilds it as Drumstick’s first-ever sorbet creation, combining raspberry-flavoured sorbet with smooth vanilla and fizzy candy pieces for a little extra pop and crunch. The chocolate tip has held onto its position at the bottom of the cone because, collaboration or not, some things should just remain untouched. Andrea Hamori, Head of Marketing at Peters Ice Cream, said, “Drumstick is always looking for ways to shake up the classic cone experience, and our first-ever sorbet creation is a really exciting milestone for us. “Slurpee’s raspberry flavour is already a huge hit with Aussies, so we wanted to see what would happen if we gave it the Drumstick treatment. The result is something fruity, refreshing and packed with all the fun you’d expect from both brands.” The collaboration has already been a hit overseas and has now landed in Australia, giving the classic cone a fruitier spin without losing the creamy vanilla and chocolate hit people expect from a Drumstick. More than 155 million Drumstick cones are sold annually, while millions of Slurpees are enjoyed each year, making both products a pretty familiar part of Australian summers. Research cited by the brands found 42% of Australian snack consumers agree that flavour collaborations between brands add excitement to snacks. In this case, the experiment is fairly literal: take one of 7-Eleven’s best-known Slurpee flavours, put it in a Drumstick and see what happens. “Slurpee has been part of Australian summers and weekends for generations, so seeing our signature raspberry flavour reimagined as a Drumstick cone is a fun new chapter,” said Rob Kirby, General Manager of Merchandise, 7-Eleven Australia. “This is a collaboration that brings a little nostalgia with something completely unexpected, and is exactly what 7-Eleven does best, so we can’t wait for customers to get their hands on it.” The new Drumstick Slurpee is available now exclusively at 7-Eleven stores across Australia for summer. Source: Wired Co. Find more food retail updates on Crumb Wire.

Varsity’s first Melbourne venue opens in Ringwood this November

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Messina’s cake range gets its first major refresh in eight years

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