Barr goes Xtra limited this summer with new Irn-Bru flavours

Barr’s exotic efforts to heat up soft drinks sales for this summer

Flavours in the sun: Barr is keen to push sales this summer with new launches.

BARR Soft Drinks is gearing up its Irn-Bru Xtra brand for the summer with two new limited-edition flavour variants.

Irn-Bru Xtra Tropical and Ice Cream will both be available to buy from 9 May, launching in a 69p PMP format for the convenience channel as well as a larger plain can multipack for grocery.

Much like the Scottish summer, the new launches will only be available for a limited time this year in a bid to help add sales growth for soft drinks during the season, Barr said.

IRI data reported that Irn-Bru Xtra delivers a 12% increase in sales value over the summer months in particular and is currently outperforming across the low-calorie carbonate market.

Adrian Troy, marketing director at Barr Soft Drinks, said: “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 £32million to the total category and around a third of this was throughout the summer months.

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

“The last limited edition that we made in single serve as well as take home packs was Fiery Irn-Bru, which achieved a 70% trial rate among consumers in Scotland. This reinforces how much demand there is for Irn-Bru limited editions.”