IRN-BRU, the No.1 Scottish grocery brand*1, is set to add even further value to the soft drinks category with the launch of a 330ml sleek can format of its ‘old and unimproved’ 1901 variant.
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. Made to the authentic 1901 recipe, it’s already an important sales driver for retailers across Scotland, with 76% of sales delivering incremental value for retailers*2.
“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.”
*1: Kantar World Panel, Value Sales, Take Home Non-Alcohol Brands, MAT to Sept 2021, Total Scotland
*2: Kantar % Repeat Buyers | Flavoured Carbs | 52w/e to 13th June 21
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