IceBlast ­ Britvic's answer to Slush Puppy ­ is to sponsor the scary new ride at Blackpool Pleasure Beach. Building on the relationship begun with the Pepsi Max Big One, Britvic will sponsor the new Ice Blast Sensation for the next three years. The agreement also allows Britvic's brand portfolio to be sold in catering outlets at the Pleasure Beach. IceBlast's positioning is that it is "eaten like an ice cream and refreshes like a drink". It comes in red cherry, blue raspberry, orange and lime flavours. As well as theme parks, target outlets include convenience stores and forecourts. Those riding the 210 ft tall IceBlast Sensation will be catapulted vertically into the air at 80mph and will then free fall back to earth. {{P&P }}

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