Barr Soft Drinks unveils Raspberry Ripple and Wild Berry Slush Irn-Bru Xtra

Barr Soft Drinks has introduced two limited-edition flavours of Irn-Bru Xtra to help the trade drive demand ahead of summer.

Irn-Bru Xtra Raspberry Ripple and Wild Berry Slush will be available from 18 March, launching in a 75p PMP can for the impulse channel.

“Last year’s Irn-Bru Xtra limited editions were a massive success, delivering £29 million to the category as well as a 30% uplift in the core Irn-Bru Xtra variant (IRI),” says Jonathan Kemp, commercial director at Barr Soft Drinks.

“This is an unmissable opportunity for retailers as our limited-edition flavours always build excitement with shoppers, who can’t wait to pick it up while they can. Our vibrant, attention-grabbing packaging will ensure that shoppers can’t miss these on shelf and the delicious liquid will ensure that they come back for more.

“We also have a heavyweight media plan that will get consumers really excited about these flavours. We’ll be reaching 93% of 16-24s at least 11 times throughout the campaign with outdoor posters, influencer activity and social media content, so we know that they’ll be in even higher demand,” he adds.

Eye-catching point-of-sale material is available to create in-store theatre.