Iconic Victorian flavoured milk brand Big M is bringing back its popular Egg Flip flavour in response to consumer demand.

Research conducted by Bega shows 44 per cent of Aussies looking for an ultimate treat are after familiar flavours, making nostalgia a key platform for innovation for iconic Aussie brands like Big M1.

Big M Egg Flip replaces the previous limited edition Big M Blue Heaven, which was the number one selling new flavoured milk product in Victoria in 20212 and overtook Big M Strawberry in popularity.

The Big M Egg Flip was loved by Aussies in the 1980s and when it disappeared from milk bar fridges in recent years, a cult following began to form, with fans regularly contacting Big M to demand they bring the flavour back.

Launching in stores this week, Big M Egg Flip is Australia’s take on Egg Nog, with a familiar vanilla taste, a hint of cinnamon flavour and fresh Aussie milk.

When Big M asked its social followers which nostalgic flavour should make a comeback, nearly 60,000 fans voted, with Egg Flip the clear winner.

Bega Marketing Director, Sharon Winton explains that the growing demand for Egg Flip could not be ignored any longer.

“Big M is a true Victorian icon and we have never seen passion and demand for a flavour to return quite like what we’ve seen for Egg Flip,” she said.

“During Covid, shoppers flocked to stores looking for nostalgic flavours and we’ve been blown away by the anticipation for Big M Egg Flip, so hope Victorians enjoy a trip down memory lane with the return of our most demanded limited-edition flavour ever.”

Fans best be quick though – Big M Egg Flip is only available for a limited time and is available from Coles, Woolworths and independent grocers exclusively in Victoria.

1Internal research, Bega concept test, October 2021

2IRI VIC Convenience Scan, Units/Store/Week, MAT to 7.11.2021.

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