Irn-Bru Xtra launches Ice Cream and Tropical varieties to drive summer sales

Around one-third of last year's sales from new soft drink flavours came in the summer months

irn-bru xtra ice cream tropical

AG Barr is adding to its Irn-Bru Xtra range with two limited-edition summer varieties, Tropical and Ice Cream.

The two flavours will be available from 9 May, available to convenience retailers in a 69p price-marked pack (PMP) 330ml can and a plain can multipack for broader grocery.

Irn-Bru Xtra delivers a 12% increase in sales value over the summer months and is currently outperforming the low-calorie carbonate market, according to IRI.

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“We know summer is a key period for soft drinks and new flavours are driving growth in carbonates. Last year flavour innovation brought in £32m to the total category and around a third of this was throughout the summer months,” said Adrian Troy, marketing director at Barr Soft Drinks.

“This is an unmissable opportunity for retailers. Our limited edition flavours always build excitement with shoppers, who can’t wait to pick it up it while they can.

“We also have an attention-grabbing media plan that will get consumers really excited about these flavours. We’ll be reaching 94% of 16-24s at least 45 times throughout the campaign with outdoor posters, influencer activity and social media content, so we know that they’ll be in even higher demand.”

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