Barr Soft Drinks is adding two new limited editions to its Irn-Bru Xtra range, with the so-called ‘Legends Editions’ hitting shelves in May for eight weeks.
The range features two mystery flavours, Nessie Nectar and Unicorn Tears, and will be backed by a £2m out-of-home and social campaign, reaching 70% of all 16 to 34-year-olds across the UK.
Both flavours will be available in cases of 24 x 330ml plain (RSP £1.09) and 79p price-marked packs, as well as 8 x 330ml multipacks (RSP £4.50).
A full range of POS materials will be available for retailers to drive sales.
Kenny Nicholson, Head of Irn-Bru Brand, said: “Innovation plays a really important role in the success of the soft drinks category. In fact, without NPD, the category would have lost out on £228m worth of sales – which is a 3.4% share of the total market.
“Irn-Bru Xtra has a proven track record in delivering flavours that appeal to shoppers. Our Wild Berry Slush and Raspberry Ripple, which launched in April last year became one of the top five take home and drink now soft drinks innovations, despite only being available in market for eight weeks. They also added incremental sales, with just over a third (34%) of people who purchased them being new to the category.
“We’re aiming for even bigger and better with this launch. We want to grab shoppers’ attention, create fun in store and get shoppers, and retailers, talking about the category. Our two Legend Edition flavours will definitely do that.
“The flavours, Nessie Nectar and Unicorn Tears, are both genuine consumer descriptions of the taste of our iconic Irn-Bru, but we’ll be leaving shoppers guessing on what the flavours of these new limited editions actually are, as shoppers tell us they like the intrigue. Rest assured, the essence of Irn-Bru is there, with a legendary flavour twist. And we’ll be launching these in a way only Irn-Bru would, so they’ll be sure to get people talking as we head into summer.”
