Irn-Bru expands on energy drinks market
SCOTTISH energy drinks brand PWR-BRU, from the house of Irn-Bru, has unveiled the first new flavour innovation since its launch with the new Dynamo Fruit Punch.
Marking the first new variant in the PWR-BRU range since its launch in 2023, Dynamo Fruit Punch rolls out from April in an eye-catching blue can with a dragon design to help boost stand-out on the shelf.
The flavour follows suit with the rest of the PWR-BRU range with a 500ml can and an on-pack price of £1 and a full range of POS materials will be made available to retailers to help drive up awareness of the new variant.
AG Barr reckons the new variant stands ready to meet the demands within the Scottish energy drinks market for the summer. This follows on from a consumer test of the PWR-BRU range where 93% of consumers said they would buy the new flavour and 81% who said they loved the taste.
Kenny Nicholson, head of Irn-Bru, said: “PWR-BRU has been packing a powerful punch in the fast growiing Scottish energy market since launch.
“The range, with its distinctive can design and real Irn-Bru essence, provides something unique and individual.
“This latest flavour innovation is arriving with retailers just in time to maximise profit opportunities in the summer sales peak.
“We have been driving trial and frequency, achieving 35% increase in penetration last year, thanks to our unbeatable flavours and unmistakable branding.
“Just two years after launch, PWR-BRU already has the third highest repeat purchase in stimulant energy, and we’re attracting three time the amount of ‘young shoppers’ vs. the rest of the category.”
