Irn-Bru has introduced a new flavour to its Pwr-Bru energy drink range that was launched in 2023.
Dynamo Fruit Punch will be available in a 500ml big can format from next month (£1 PMP).
Kenny Nicholson, head of Irn-Bru brand, commented: “Pwr-Bru has been packing a powerful flavour punch in the fast-growing Scottish energy market since launch. The range, with its distinctive can design and real Irn-Bru essence, provides something unique and individual. This latest flavour innovation is arriving with retailers just in time to maximise profit opportunities in the summer sales peak.
“We have been driving trial and frequency, achieving 35% increase in penetration last year, thanks to our unbeatable flavours and unmistakable branding. Just two years after launch, Pwr-Bru already has the third highest repeat purchase in stimulant energy, and we’re attracting three times the amount of ‘young shoppers’ vs. the rest of the category.”
A full range of PoS material will be available for retailers to support the launch of Pwr-Bru Dynamo Fruit Punch.
