Zero Sugar drinks brand Irn-Bru Xtra is rolling out two limited edition summer flavours to help retailers maximise the seasonal soft drinks sales peak.
Irn-Bru Xtra Tropical and Ice Cream will both be available from 9th May, launching in a 69p PMP for impulse retailers and plain can multipack for grocery.
“We know that summer is a key period for soft drinks and new flavours are driving growth in carbonates,” says Adrian Troy, marketing director at Barr Soft Drinks.
“Last year flavour innovation brought in £32m to the total category and around a third of this was throughout the summer months [Kantar]. Irn-Bru Xtra delivers a 12% increase in sales value over the summer months and is currently outperforming the low calorie carbonate market [Kantar].”
He adds: “We also have an attention-grabbing media plan that will get consumers really excited about these flavours. We’ll be reaching 94% of 16-24s at least 45 times throughout the campaign with outdoor posters, influencer activity and social media content, so we know that they’ll be in even higher demand.”
Barr advises retailers to make use of Irn-Bru Xtra’s vibrant, eye-catching point of sale material to create in-store theatre and attract shoppers to the fixture and drive their summer sales.
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