Barr Soft Drinks is rolling out two limited-edition Irn-Bru Xtra summer flavours in a bid to help retailers make the most of the seasonal soft drinks sales peak.
Irn-Bru Xtra Tropical and Ice Cream will both be available from 9 May, launching in a 69p price-marked 330ml single can for impulse retailers and a plain can multipack for the grocery channel. However, just like the Scottish summer, they won’t be around for long.
The launch will be supported by an “attention-grabbing” media campaign that is predicted to reach 94% of 16–24-year-olds at least 45 times through a combination of out-of-home advertising, influencer activity and social media content.
Vibrant, eye-catching point of sale material will also be available to help retailers create some in-store theatre and attract shoppers to the soft drinks fixture.
Irn-Bru Xtra delivers a 12% increase in sales value over the summer months and is currently outperforming the overall low-calorie carbonate market.
Barr’s last limited edition that was available in single serve and take-home packs was Fiery Irn-Bru, which achieved a 70% trial rate amongst consumers in Scotland.
Adrian Troy, Marketing Director at Barr Soft Drinks, said the launch presented “an unmissable opportunity” for retailers: “Our limited-edition flavours always build excitement with shoppers, who can’t wait to pick it up it while they can.”
He added: “We know that summer is a key period for soft drinks and new flavours are driving growth in carbonates. Last year flavour innovation brought in £32m to the total category and around a third of this was throughout the summer months.”
