Limited-edition drinks to keep Scotland guessing this summer
ICONIC Scottish soft drinks brand Irn-Bru is set to keep consumers guessing all summer with the roll out of its new mysterious Legend Editions.
Rolling out for a limited time only for the Irn-Bru XTRA brand, the range features two unique mystery flavours Nessie Nectar and Unicorn Tears and will hit shelves from May for only eight weeks.
The two variants will roll out across 330ml plain – £1.09 RRP – and 79p PMP single cans, as well as eight by 330ml multipacks with an RRP of £4.50.
A full range of impactful and eye-catching PoS materials will be made available for retailers to help drive sales for these mysterious new additions for the summer.
Both cans include QR codes that encourage shoppers to scan and try to guess the flavour inside, with the names of both variants used in the past by consumers to describe the taste of Irn-Bru, according to Kenny Nicholson, head of Irn-Bru brand at AG Barr.
Further to this, each flavour is associated with Scottish myth and legend, with Nessie Nectar a reference to the Loch Ness Monster and Unicorn Tears a nod to Scotland’s national animal.
Nicholson said: “Innovation plays a really important role in the success of the soft drinks category. In fact, without NPD, the category would have lost out on £228m worth of sales – which is a 3.4% 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 one of the top five take home and drink now soft drinks innovations, despite only being available in market for eight weeks.
“They also added incremental sales, with just over a third (34%) 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 Legend Edition flavours 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 of these new limited editions 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.”
