Drive incremental summer sales with Limited Edition Irn-Bru Xtra

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 9 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. Last year flavour innovation brought in £32m to the total category and around a third of this was throughout the summer months,” says Adrian Troy, Marketing Director at Barr Soft Drinks.

IRN-BRU XTRA delivers a 12 per cent increase in sales value over the summer months and is currently outperforming the low calorie carbonate market.

“This is an unmissable opportunity for retailers. Our limited edition flavours always build excitement with shoppers, who can’t wait to pick it up it while they can.

“We also have an attention-grabbing media plan that will get consumers really excited about these flavours. We’ll be reaching 94 per cent 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,” adds Adrian.

Retailers should 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.

330ml 69p PMP cans and 330ml x 8 plain can multipack, on shelf from 9 May 2023