Irn-Bru is launching its ‘old and unimproved’ 1901 variant in a 330ml sleek can format, available from mid-February in outers of 12 with an RSP of £1 per can.
Irn-Bru 1901 was originally launched as a limited edition in 2019 and made a permanent return to shops last year in a 750ml glass format.
“1901 fans love the recipe and this new ‘drink now’ can format will open up an incremental sales opportunity for retailers,” said Adrian Troy, Marketing Director at Barr Soft Drinks.
“As the food-to-go market continues to recover post-lockdowns, we recommend that retailers stock both formats of Irn-Bru 1901, providing choice for existing, loyal shoppers whilst driving excitement and trial with new ones. Retailers should also make use of impactful POS to grab shoppers’ attention and encourage impulse sales of the new sleek can.”
