Irn-Bru maker AG Barr is adding a range of traditional-flavoured premium sparkling soft drinks to its line-up in an attempt to inject some fizz into the flat adult soft drinks market.
Barr's Originals is intended to compete with the likes of Coca-Cola's Schweppes Classic brand, which was launched last month.
The authentic taste of the four-strong range would differentiate the products from its rivals, said commercial director Jonathan Kemp.
The flavours - traditional lemonade, ginger beer, dandelion & burdock and cream soda with a twist of raspberry - had been developed by refining the best recipes from its archive to create a "taste of the past for today".
The variants come in 750ml glass bottles, rsp £1.49, to give it a premium edge.
While the adult drinks market had grown to more than £100m in value, sales had slowed down "considerably in the last year because of a lack of innovation", said Kemp. In the past year, sales of adult soft drinks have risen 2.6% to £114m [Nielsen 52 w/e 10 November 2007].
No comments yet