IRN-BRU is proud to announce the national roll-out of IRN-BRU XTRA, a new fuller flavoured variant containing XTRA IRNBRU taste and no sugar.
The soft drinks market has evolved with 57% of shoppers looking to reduce their sugar intake*1, offering retailers an additional sales opportunity by offering a greater choice of low calorie products.
However consumers are not prepared to compromise on taste and a growing number are looking for low and zero sugar options featuring the full-on flavour they get from regular products.
“IRN-BRU, the UK’s No.1 flavoured carbonate brand*2 is ideally placed to respond positively to shoppers’ changing attitudes,” says Adrian Troy, AG Barr Marketing Director.
“IRN-BRU XTRA performed exceptionally well in consumer research among low calorie drinkers as well as drinkers of regular carbonates*3 and provides a great tasting additional low calorie choice on the fixture.”
Successfully launched in Scotland last August, IRN-BRU has already sold over 23 million cans.*4 And in a trial in England, sales of XTRA delivered a 10% increase on total IRN-BRU sales*5, showing its potential to drive sales of the overall flavoured carbonates category.
IRN-BRU XTRA will be available in a comprehensive range of pack formats including 330ml cans (singles and multipacks), 500ml and 2 litre PET and 750ml glass bottles in both plain and price-marked options.
The launch will be backed by a heavyweight £5 million brand investment which will engage with over 70% of the UK population throughout 2017.
The communications will be across a number of platforms, including national advertising from April – June, launching on digital and social media in April and then appearing on national TV from May.
As well as continued activation of its partnership with The Football League and the Scottish Professional Football League, IRN-BRU is strengthening its association with grass roots football by teaming up with Sky Sports flagship Saturday football programme, Soccer AM.
The two-year partnership, which will reach over 5 million football fans and deliver over £2 million worth of TV exposure, involves IRN-BRU receiving extensive branding in each of the show’s 40 episodes per season. “Soccer AM is firmly established as one of the UK’s most popular football entertainment shows and will give IRN-BRU massive, longrunning exposure with the nation’s football fans,” says Adrian Troy, AG Barr’s Marketing Director.
AG Barr recommends that retailers display new IRN-BRU XTRA prominently next to regular IRN-BRU and use our impactful POS to encourage trial and drive incremental category sales.
*1: Kantar Worldpanel, May 15
*2: IRI Marketplace, Litre Sales, MAT to 01.01.17, GB Convenience
*3: LVA Quantitative research with regular and sugar free IRN-BRU drinkers, April 2016
*4: AG Barr Sales Data
*5: Customer EPOS Data