AG Barr’s Irn-Bru brand has added two limited editions to its Xtra range. The mystery flavours, Nessie Nectar and Unicorn Tears, will be available for eight weeks from next month.
The launch will be backed by a £2m out-of-home and social campaign, reaching 70% of all 16-34-year-olds across the UK. A full range of impactful PoS will also be available for retailers.
The drink will come 330ml plain (RRP £1.09) and 79p PMP single formats and 8 x 330ml multipacks (RRP £4.50)
Kenny Nicholson, head of Irn-Bru brand, commented: “Innovation plays a really important role in the success of the soft drinks category. In fact, without NPD, the category would have lost out on £228m worth of sales – which is a 3.4% share of the total market.
“Irn-Bru Xtra has a proven track record in delivering flavours that appeal to shoppers. Our Wild Berry Slush and Raspberry Ripple, which launched in April last year, became a top five take home and drink now soft drinks innovation, despite only being available in market for eight weeks. They also added incremental sales, with just over a third (34%) of people who purchased them being new to the category.
“We’re aiming for even bigger and better with this launch. We want to grab shoppers’ attention, create fun in store and get shoppers and retailers talking about the category. Our two Legends will definitely do that.”
