The UK’s third biggest flavoured carbonate brand is introducing two limited editions to its IRN BRU XTRA range. Legends Editions will be hitting shelves in May 2025 for eight weeks.
The range features two unique mystery flavours, Nessie Nectar and Unicorn Tears, and will be backed by a £2m out-of-home and social campaign, reaching 70% of all 16-34-year-olds across the UK.
“Innovation plays a really important role in the success of the soft drinks category," said Kenny Nicholson, Head of IRN-BRU Brand. "In fact, without NPD, the category would have lost out on £228m worth of sales – which is a 3.4 per cent share of the total market.
“IRN-BRU XTRA has a proven track record in delivering flavours that appeal to shoppers. Our Wild Berry Slush and Raspberry Ripple, which launched in April last year became a top five take home and drink now soft drinks innovation, despite only being available in market for eight weeks. They also added incremental sales, with just over a third (34 per cent) of people who purchased them being new to the category.
“We’re aiming for even bigger and better with this launch. We want to grab shoppers’ attention, create fun in store and get shoppers, and retailers, talking about the category. Our two Legends will definitely do that.
“The flavours, Nessie Nectar and Unicorn Tears, are both genuine consumer descriptions of the taste of our iconic IRN-BRU, but we’ll be leaving shoppers guessing on what the flavours actually are, as shoppers tell us they like the intrigue. Rest assured, the essence of IRN-BRU is there, with a legendary flavour twist. And we'll be launching these in a way only IRN-BRU would, so they'll be sure to get people talking as we head into summer.”
A full range of impactful and eye-catching PoS will be available for retailers to drive sales.
330ml plain and 79p PMP (case size 24) 8 x 330ml multipacks,
RRP 330ml plain - £1.09, 330ml x 8 pack – £4.50
