Cumberland Farms' Frozen Beverage Gets a New Name

FRAMINGHAM, Mass. — Cumberland Farms debuted the new name of its frozen beverage: HYPERFREEZE. The fan-favorite frozen drink now has its own identity and a new design.

Despite the new name, customers can still enjoy their previous favorite flavors, such as Red Rage and Berry Backlash, at 89 cents for any size. HYPERFREEZE is now available in the Chill Zone section of all of Cumberland Farms' nearly 600 convenience stores throughout the Northeast and Florida.

"Here at Cumberland Farms, we know how popular our frozen beverages are to our customers, and we're excited to announce HYPERFREEZE as we kick off the summer season," stated Cumberland Farms CEO Ari Haseotes. "We hope the new name will add to customers' fun of mixing up their favorite frozen flavors."

To celebrate, Cumberland Farms is offering customers the opportunity to win a free fountain or frozen drink and a grand prize of HYPERFREEZE for a year through a digital scratch-off promotion. From June 17 through July 1, customers can text the word HYPERFREEZE to 64827 and will receive a link to play the digital scratch-off game.

To further communicate the new HYPERFREEZE name, for a limited time this summer the chain will offer special "thermos-sensitive" cups that reveal a hidden design when filled with HYPERFREEZE.

Fans are also invited to share a photo of the new beverage on Instagram or Twitter by tagging @CumberlandFarms and using the hashtag #HYPERFREEZE.