Summer favourite becomes permanent addition to Irn-Bru
SCOTTISH soft drinks brand Irn-Bru has announced the return of its Ice Cream flavour as a permanent addition to its line-up.
The variant first hit shelves in time for summer 2023 as part of the brand’s limited edition summer flavours and has now joined the range as part of its core Irn-Bru Zero selection.
Available on shelves now, the returning flavour has rolled out across 330ml canned formats as well as 500ml PET bottles with RRPs of £1.10 and £1.29 respectively. Additionally, the flavour is available in an eight pack of 330ml cans as well as a two litre PET bottle, which comes with a price-marked format with an on pack price of £1.79.
The new permanent flavour addition is set to strengthen the Zero sugar range, says AG Barr, whilst bringing some additional excitement to the brand.
Consumer insight has also underlined the firm’s decision to bring back the variant, with two in three Irn-Bru shoppers saying they would buy Irn-Bru Ice Cream, according to Vypr consumer research.
To support the relaunch, AG Barr will roll out a new marketing campaign rooted in the brand’s ‘Made in Scotland from Girders’ strapline.
Retailers have also been advised to display Irn-Bru Ice Cream in their chiller next to core Irn-Bru Zero and make use of the brand’s POS suite to drive incremental sales.
Kenny Nicholson, Irn-Bru brand director at AG Barr, said: “Everyone knows Irn-Bru is truly unique. There’s no other flavour on the market quite like it. We’re ‘Made in Scotland from Girders’ but with a sweet, soft side, and every piece of innovation we bring to market should embody that spirit.
“We’ve already shown through our limited editions that Irn-Bru is far more than a single flavour product, and now we’re taking the next step by bringing some of that innovation into the core range.
“Inspired by the classic ice-cream float, Irn-Bru Ice Cream taps into the trend for nostalgic comfort while delivering an irresistible twist on the brand’s iconic taste. We all know the ritual – a cold can of Irn-Bru and a scoop of vanilla. It’s a classic for a reason.
“With Irn-Bru Ice Cream we’ve bottled that magic in a ready-to-go format that captures that nostalgic comfort but still delivers the unmistakable Irn-Bru flavour. It’s been tried, tested and loved by shoppers, so now it’s here to stay.”
