Driving soft drinks sales with limited-edition IRN-BRU XTRA

Following the success of last year’s Tropical and Ice Cream products, IRN-BRU XTRA is rolling out two limited-edition flavours to help retailers drive demand and build excitement ahead of summer.

IRN-BRU XTRA Raspberry Ripple and Wild Berry Slush will both be available from 18 March, launching in a 75p PMP can for impulse retailers and plain can single and multipack for grocery.

“Last year’s IRN-BRU XTRA limited editions were a massive success, delivering £29 million to the category as well as a 30 per cent uplift in the core IRN-BRU XTRA variant,” said Jonathan Kemp, Commercial Director at Barr Soft Drinks.

“This is an unmissable opportunity for retailers as our limited edition flavours always build excitement with shoppers, who can’t wait to pick it up while they can. Our vibrant, attention-grabbing packaging will ensure that shoppers can’t miss these on shelf and the delicious liquid will ensure that they come back for more.

“We also have a heavyweight media plan that will get consumers really excited about these flavours. We’ll be reaching 93 per cent of 16-24s at least 11 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 Jonathan.

Retailers should make use of IRN-BRU XTRA Limited Editions vibrant, eye-catching point of sale material to create in-store theatre and attract shoppers to the fixture and drive their sales.