Barr Soft Drinks, the maker of the iconic Scottish soft drink Irn-Bru, has unveiled a new energy brand called Pwr-Bru.
The new range consists of the Original Irn-Bru flavour, called Origin, as well as three fruit flavours – Diablo Cherry, Maverick Berry, and Dropkick Tropical. The drinks contain caffeine, taurine and B vitamins, and are non-HFSS.
Pwr-Bru will launch in Scotland on 28 August with a £3m marketing investment to target 18 to 24-year-olds using social media, brand influencers, sampling and outdoor posters. There will also be point of sale and a field sales drive to create in-store theatre.
The range will be available in plain and price-marked (£1.19) 500ml cans.
Jonathan Kemp, Commercial Director at Barr Soft Drinks, said: “Consumer insight has shown that big can energy drinkers want to see something new in energy that looks and acts differently to the usual brands available. Combining the distinctive personality of Irn-Bru with the secret flavour essence and a bold design, Pwr-Bru will bring something truly unique to the category.”
