Irn-Bru embraces the demand for cherry in soft drinks
SCOTTISH soft drinks brand Irn-Bru has strengthened its range of Zero sugar drinks with the addition of its new Cherry flavour.
Available exclusively for the symbol and independents channel, Irn-Bru Cherry follows on from the brand’s recent addition to the Zero sugar range with Irn-Bru Ice Cream which rolled out to the Irn-Bru core range as a permanent addition in April.
The new Irn-Bru Cherry variant will hit shelves from 1 May in both a £1.29 price-marked 500ml PET bottle as well as a £1.79 price-marked two litre PET bottle.
Parent firm AG Barr has said the new flavour expansion is set to strengthen the Zero range and encourage retailers to bring more shoppers to the fixture through the selection of three different Irn-Bru Zero variants.
Retailers have been advised to prominently display both Irn-Bru Cherry and Irn-Bru Ice Cream in the chiller next to the core Irn-Bru Zero can and make use of the brand’s POS suite to boost impulse sales and drive up trial.
Further to this, Irn-Bru will support the launch with the UK wide awareness by harnessing its highly engaging social media audiences and influencer partnerships.
Kenny Nicholson, Irn-Bru brand director at AG Barr, said: “Irn-Bru is known for its great-tasting limited edition flavours, but cherry is a brand new innovation for us. We’re further strengthening Irn-Bru Zero’s presence in the chiller, with another trending flavour innovation that’s rooted in consumer insight and macro trend tracking to meet retailer needs.
“Combined with the iconic taste and unmissable chiller presence of IRN-BRU, we’re confident that the new range of Zero flavours will deliver incremental sales across the crucial summer months and beyond.”
