Irn-Bru Xtra arrives south of the border

Irn-Bru is to roll out Irn-Bru Xtra across the UK.

The new, fuller flavoured variant, which was launched in Scotland last year, is designed to be extra flavoursome but and contains no sugar. It has already sold more than 23 million cans north of the border and Irn-Bru marketing director Adrian Troy told Wholesale News that during trial in England, sales of Xtra delivered a 10% increase on total Irn-Bru sales.

He added that the soft drinks market had evolved with 57% of shoppers looking to reduce their sugar intake [Kantar Worldpanel], May 15, while at the same time not wanting to compromise on taste.

Said Troy: “Irn-Bru is ideally placed to respond positively to shoppers’ changing attitudes. It performed exceptionally well in consumer research among low calorie drinkers as well as drinkers of regular carbonates and provides a great tasting additional low calorie choice on the fixture.”

Irn-Bru Xtra is available in a range of pack formats including 330ml cans (singles and multipacks), 500ml and 2ltr PET and 750ml glass bottles in both plain and price-marked options.

The launch is being backed by a £5m brand investment designed to engage with more than 70% of the UK population this year. It includes national advertising from April to June, digital and social media in April and national TV from May.

As well as its continued partnership with The Football League and the Scottish Professional Football League, Irn-Bru is teaming up with Sky Sports flagship Saturday football programme, Soccer AM. The two-year partnership, which will reach more than five 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.

Troy said a range of bespoke promotions were planned with individual wholesalers, plus an independent sales agency would bolster brand distribution across the independent retailer network.

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