A.G. Barr has announced the nationwide roll-out of its new Irn-Bru Energy drink following a successful launch in Scotland earlier this year.
The company claims the new variant of its popular Irn-Bru brand has outperformed its closest competitors since launching in Scotland in July, establishing itself as the year’s fastest selling soft drink in convenience (IRI) with 70% of people who tried the product purchasing it more than once and 80% saying they intend to buy it again.
“Energy is an exciting and fast-growing part of the soft drinks market delivering the highest profit per litre for retailers, with over 1 in 3 soft drinks sold in convenience stores being an Energy drink ,” said Adrian Troy, Marketing Director at Barr Soft Drinks.
“Consumers are increasingly opting for flavoured variants when choosing an energy drink, with flavoured energy now accounting for 34% of the mainstream energy market and growing faster than original energy. We also know that UK shoppers love the iconic taste of Irn-Bru, which is currently growing at 9% across England, so we are confident that demand for new Irn-Bru Energy will be high.”
Irn-Bru Energy will be available to retailers England, Wales and Northern Ireland from 1 November. The roll-out will be supported by a nationwide marketing programme which will include digital and social media activity, complemented by out-of-home advertising.
Sold in 330ml cans, the sugar version has an RRP of £1.19 whilst the sugar-free version has an RRP of £1.09. Price-marked packs will also be available, retailing at 99p and 89p respectively.
