IRN-Bru manufacturer AG Barr is going all out to capitalise on the events of the coming year.
“Glasgow 2014 will focus worldwide attention on Scotland and its most popular products, providing a really strong platform for stockists of leading Scottish brands such as Irn-Bru and the Barr range,” said Adrian Troy, AG Barr’s head of marketing.
“We’re working really closely with our retail partners to enable them to use our products to engage shoppers in-store and to enable people from all over the world to enjoy the very best that Scotland has to offer.”
The company is backing its brands with what it describes as “record levels of investment”, especially on Irn-Bru and the flavoured carbonates range, which is the official soft drink of the Glasgow 2014 Commonwealth Games.
“The Barr brand is bringing a sense of fun to Glasgow 2014,” Troy added. “We recommend that retailers stock up on special packs to ensure they make the most of an exciting opportunity.”
•Müller Wiseman highlights the Scottish provenance of many of its products as part of its marketing mix. “One of the most successful ranges is Milk from Scotland, which celebrates the heritage of the company in its heartland and is a clear message that the milk is Scottish and is sourced, processed and packaged in Scotland,” said Sandy Wilkie, sales and marketing director. “In Scotland, Black and White is worth nearly £24m and continues to do well, with a value share of 9.4% and a total volume share of 7.4% according to Nielsen.”
• Provenance also plays well for confectionery brand Lees, famous for its snowballs, teacakes and macaroon bars.
“Lees of Scotland is a Scottish success story and we have seen a 15% increase in sales year-to-date driven by consumers keen to buy local quality produce,” said sales director Bert Croll. “Retailers should stock a range of home-grown brands that consumers instantly recognise and trust.”
• Fife-based family firm, Dip Nation, has bagged an £180,000 deal to supply Aldi with own-brand dips.