Irn-Bru Energy aims to revitalise energy drinks market
IRN-BRU Energy has made its return to store shelves to support retailers to tap into one of retail’s fastest growing categories.
Available in 500ml cans, the range offers consumers a choice between Original and Zero Sugar variants that combines the flavour of Irn-Bru with taurine, caffeine and B vitamins to deliver all the taste that shoppers expect from the Scots soft drink with an added boost along the way.
Cans will also be available in a plain pack for £1.50 RRP or in a £1 price-marked pack format.
The return comes at a big time for the energy drinks market, says AG Barr. The drinks firm cited Circana value sales data for the year to January, which found that the category now accounts for 41% of drink-now soft drinks sales.
Irn-Bru Energy is designed to tap into this and support retailers along the way, says the company, particularly in Scotland, where the brand has a loyal following.
AG Barr has also confirmed that Irn-Bru Energy will replace PWR-BRU, with the latter no longer available to retail.
Kenny Nicholson, Irn-Bru brand director at AG Barr, said: “Energy drinks remain one of the most dynamic parts of the soft drinks category, and retailers know just how important it is to get the range right.
“We’re bringing back Irn-Bru Energy to deliver the iconic flavour people love into the energy category, giving shoppers something genuinely different while delivering strong incremental sales for retailers.”
