V Morph’s release is timed to coincide with the upcoming release of X-Men: Apocalypse, which opens in Kiwi cinemas on May 19. Its bottle features the character Quicksilver, a super-powered mutant who can move at lightning speed.
"Playing on his super speed, the swirling effect can be described as 'quick silver'," says Adam Warin from Beat PR.
Quicksilver is another name for the chemical element mercury, which has a similar silvery appearance but should not be consumed.
Warin says the unusual effects in V Morph were achieved using a food-safety-standards-approved colouring which has been used in a wide range of products worldwide, including ice-cream coatings, confectionery and baking products.