Irn-Bru is adding intrigue to the soft drinks chiller with the introduction of two mystery flavoured ’Legend Editions’ to its XTRA range.
The no sugar cans – Nessie Nectar and Unicorn Tears – have deliberately not been given flavour descriptions, to leave consumers guessing about their true taste, says head of the Irn-Bru brand Kenny Nicholson.
The supplier AG Barr says that the names of the launches were inspired by “genuine consumer descriptions” of the taste of the original Irn-Bru.
Available in 330ml cans in plain (rrp £1.09) and price-marked (79p) cans, the products will be roll out on shelves in May for eight weeks.
The launch is backed by a £2 million out of home and social media campaign, aiming to reach 70% of 16- to 34-year- olds across the UK.
The limited edition drinks follow the success of the Wild Berry Slush and Raspberry Ripple variants in April last year, which were among the top five take home and drink now soft drinks product innovation, despite only being available for eight weeks, says Nicholson.
“We’re aiming for even bigger and better with this launch,” he adds. “We want to grab shoppers’ attention, create fun in store and get shoppers and retailers talking about the category. Our two Legends will definitely do that.”
Point of sale is available for retailers to help drive sales.
