Irn-Bru Xtra Now Comes in Two New Flavors with No Sugar
Michael Hemsworth — March 2, 2024 — Lifestyle
References: irn-bru & talkingretail
Irn-Bru Xtra has debuted two new sodas that are crafted with the flavor of two decidedly frosty treats in mind to give them a sweet profile without any sugar in the recipe.
The sodas come in the Wild Berry Slush and Raspberry Ripple flavors that will each call to mind the signature taste of ice cream parlor refreshments. Launching in the UK, the sodas will come in a price-marked pack (PMP) when they make their formal debut on March 18, 2024 with a 75p price point. The sodas will be supported by an expansive marketing campaign to catch the attention of Gen Z consumers.
Commercial Director at Barr Soft Drinks Jonathan Kemp commented on the new Irn-Bru Xtra flavors saying, "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."
The sodas come in the Wild Berry Slush and Raspberry Ripple flavors that will each call to mind the signature taste of ice cream parlor refreshments. Launching in the UK, the sodas will come in a price-marked pack (PMP) when they make their formal debut on March 18, 2024 with a 75p price point. The sodas will be supported by an expansive marketing campaign to catch the attention of Gen Z consumers.
Commercial Director at Barr Soft Drinks Jonathan Kemp commented on the new Irn-Bru Xtra flavors saying, "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."
Trend Themes
1. Frosty Treat-inspired Sodas - Creating sugar-free sodas inspired by frosty treats presents an opportunity for unique flavor innovation in the beverage industry.
2. Price-marked Packs Strategy - Utilizing price-marked packs can create a competitive edge in product positioning and pricing strategies within the retail sector.
3. Gen Z Marketing Campaigns - Crafting expansive marketing campaigns targeting Gen Z consumers offers a chance to drive brand engagement and loyalty in the beverage market.
Industry Implications
1. Beverage Manufacturing - Innovating with sugar-free soda flavors inspired by frosty treats can lead to increased consumer interest and differentiation in the beverage manufacturing sector.
2. Retail - Implementing price-marked packs as a strategic tactic can improve sales performance and customer perception within the competitive retail industry.
3. Advertising and Marketing - Developing targeted marketing campaigns for Gen Z audiences presents opportunities for brand growth and market penetration within the advertising and marketing sector.
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