Wingstop UK & Ireland is launching Dragon’s Breath, a new limited-time flavour which combines “rich smokiness with subtle sweetness”.
Available in the chicken chain’s restaurants across the UK and Ireland and on Deliveroo for 12 weeks only, the flavour looks to tap into the ‘swicy’ trend, blending sweet and spicy flavours.
Dragon’s Breath, which joins 10 other flavours on the Wingstop UK & Ireland menu, will be available across its wings, tenders, boneless and chicken burger products.
To mark the launch, Wingstop has been projecting giant dragon shadows across UK landmarks, including Tower Bridge, The Forth Bridge, Waterloo Road Warehouse and Hanover Street, over the past two weeks.
“We lit up the UK’s skylines with our dragon projections, and now the flavour will do the talking,” said Wingstop UK & Ireland chief growth officer Emma Colquhoun. “Dragon’s Breath is everything a limited drop should be.
“Our fans don’t just order wings, they choose a flavour that fits their mood, and we’ve spent months making sure this one delivers. Rich smokiness, subtle sweetness, heat that builds with every bite. It’s dramatic, it’s bold, and it’s the kind of flavour that starts conversations.”
The launch follows the appointment of Alistair Fraser as group finance director last month.
He joined with more than 17 years’ experience in the food and hospitality industries, having most recently led the finance function at BKUK, the master franchise for Burger King in the UK.
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