1 in 3 UK adults bought a frozen drink last year, so Vimto Out of Home is spearheading a celebration of all things slush next month.
The company sold more than 40million cups of slush last year and hopes to move the drink beyond theme parks and ten pin bowling joints to pubs and bars.
"Recent consumer research showed almost half of survey respondents said they'd like to see more frozen drinks on pub menus," said sales and operations director Nick Yates.
"From our research we know 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 that. We're proud to be driving this exciting category forwards with a category first."
The company owns two slush brands. The non-alcoholic Starslush and the alcoholic Fryst (both dispensed out using the same equipment).
It has recently launched Mystery Slush, under the former brand, and is challenging the nation to guess the flavour.
The drink is black in colour to tap into the trend for black food and drink, said Nick.
"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," he added.
From now until May consumers who buy a Mystery Slush can enter the competition by commenting what they think the flavour by posting on the Starslush Facebook and Instagram pages. Those who guess correctly will be in with the chance of winning mystery prizes.