A.G. Barr’s Irn-Bru brand is taking on the likes of Monster and Red Bull by entering the fast-growing energy drink market.
Sugar and sugar-free variants of Irn-Bru Energy will hit shelves around the country from 1 July. The Scotland-based soft drinks firm stated that the new formula would “combine the iconic flavour of Irn-Bru’s top secret essence with the taurine, caffeine, B vitamins and taste of an energy drink”.
The drink will contain 32mg of caffeine per 100ml, which A.G. Barr claims is roughly the same as a medium latte from high street coffee chains.
Marketing Director Adrian Troy commented: “We know there are a huge number of Irn-Bru fans who love energy drinks, so we’re excited to reveal our plans for Irn-Bru Energy.
“Energy drinks are a really fast-growing, exciting market and we’re confident Irn-Bru Energy will wake up and shake up energy drink fans in Scotland and beyond.”
The launch will be supported from late July by a major marketing campaign, including digital, social media and OOH activity.
The move comes just weeks after Coca-Cola launched its first energy drinks range under its own brand.
