Brands

New IRN-BRU XTRA

Announcing new IRN-BRU XTRA, containing XTRA IRN-BRU taste and no sugar.

08/08/16

IRN-BRU is proud to announce the national roll-out of IRN-BRU XTRA, a new fuller flavoured variant containing XTRA IRN-BRU taste and no sugar.

The soft drinks market has evolved with 57% of shoppers looking to reduce their sugar intake*1, offering retailers an additional sales opportunity by offering a greater choice of low calorie products.

However consumers are not prepared to compromise on taste and a growing number are looking for low and zero sugar options featuring the full-on flavour they get from regular products.

IRN-BRU XTRA performed exceptionally well in consumer research among low calorie drinkers as well as drinkers of regular carbonates*3 and provides a great tasting additional low calorie choice on the fixture.

Adrian Troy, Marketing Director

Successfully launched in Scotland last August, IRN-BRU has already sold over 23 million cans.*4 And in a trial in England, sales of XTRA delivered a 10% increase on total IRNBRU sales*5, showing its potential to drive sales of the overall flavoured carbonates category.

As well as continued activation of its partnership with The Football League and the Scottish Professional Football League, IRN-BRU is strengthening its association with
grass roots football by teaming up with Sky Sports flagship Saturday football programme, Soccer AM.

The two-year partnership, which will reach over 5 million football fans and deliver over £2 million worth of TV exposure, involves IRN-BRU receiving extensive branding in each of the show’s 40 episodes per season.

Sources:
*1: Kantar Worldpanel, May 15
*2: IRI Marketplace, Litre Sales, MAT to 01.01.17, GB Convenience
*3: LVA Quantitative research with regular and sugar free IRN-BRU drinkers, April 2016
*4: AG Barr Sales Data