IRN-BRU is strengthening its ZERO range of flavours with the permanent addition of IRN-BRU Cherry.
Available exclusively to symbols and indies, IRN-BRU Cherry follows the brand’s recent addition to the core IRN-BRU ZERO range, IRN-BRU Ice Cream, which added £2.9m in category value at original launch in 2023 and rejoined as a permanent addition in April. This latest flavour extension is set to strengthen the core ZERO range, encouraging retailers to bring additional excitement to the fixture with a three-strong wall of IRN-BRU ZERO variants.
Low calorie carbonates currently account for 55 per cent of carbonates’ category value sales and are growing 23 per cent faster than regular so it is critical for retailers to offer choice for the growing low calorie shopper.
IRN-BRU ZERO is currently growing 71 per cent faster than low calorie carbonates and alongside this, cherry flavoured soft drinks are set to be the consumer pick of the summer this year, currently growing at +42 per cent YOY.
“IRN-BRU is known for its great-tasting limited-edition flavours, but cherry is a brand new innovation for us," said Kenny Nicholson, IRN-BRU Brand Director at AG Barr. "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.”
To support the launch, IRN-BRU will be driving UK wide awareness by harnessing its highly engaged social media audience and impactful influencer partnerships.
Retailers should prominently display IRN-BRU Cherry and IRN-BRU Ice-Cream in their chiller next to core IRN-BRU ZERO and use the brand’s eye-catching POS suite to boost impulse sales and drive trial.
PACKS:
2L PET £1.79 PMP
500ML PET £1.29 PMP