Talking Retail Grocery and product news for independent retailers
Irn-Bru Xtra has launched two limited edition flavours, Raspberry Ripple and Wild Berry Slush, to help retailers drive demand and build excitement ahead of summer.
“Last year’s Irn-Bru Xtra limited editions were a massive success, delivering £29m to the category as well as a 30% uplift in the core Irn-Bru Xtra variant,” says Jonathan Kemp, commercial director at Barr Soft Drinks.
“This is an unmissable opportunity for retailers as our limited edition flavours always build excitement with shoppers, who can’t wait to pick it up while they can. Our vibrant, attention-grabbing packaging will ensure that shoppers can’t miss these on shelf and the delicious liquid will ensure that they come back for more.
“We also have a heavyweight media plan that will get consumers really excited about these flavours. We’ll be reaching 93% of 16-24s at least 11 times throughout the campaign with outdoor posters, influencer activity and social media content, so we know that they’ll be in even higher demand,” added Kemp.
Irn-Bru Xtra Raspberry Ripple and Wild Berry Slush will both be available from 18th March, launching in a 75p PMP can for impulse retailers and plain can single and multipack for grocery.
