Irn-Bru has announced the nationwide rollout of its own energy drink after its soft launch in Scotland earlier this year.
The new drink combines the flavour of Irn-Bru with taurine, caffeine and B vitamins.
Available to all retailers from November in 330ml slim cans, Irn-Bru Energy will come in sugar (rrp £1.19 plain pack or 99p PMP) and no sugar options (rrp £1.09 plain pack or 89p PMP).
The variant will be sold in outers of 12 for convenience stores. A nationwide marketing programme will run in 2020, including digital and social media activity on buses and high streets to promote the new product.
“Energy is an exciting and fast-growing part of the soft drinks market delivering the highest profit per litre for retailers, with over one in three soft drinks sold in convenience stores being an energy drink (IRI Marketplace, PPL & Average Margins, MAT to 27.01.19, GB Convenience) ,” said Adrian Troy, marketing director at brand owner Barr Soft Drinks.
“Consumers are increasingly opting for flavoured variants when choosing an energy drink, with flavoured energy now accounting for 34% of the mainstream energy market and growing faster than original energy (IRI Marketplace, Value Sales, Mainstream Drink Now Energy excl. Original, MAT 14.07.19, Total Coverage).”
He added: ”We also know that UK shoppers love the iconic taste of Irn-Bru, which is currently growing at 9% across England, so we are confident that demand for new Irn-Bru Energy will be high (IRI Marketplace, Value Sales, Total Irn-Bru Brand, MAT 14.07.19, Total Coverage).”
