Irn-Bru is set to introduce two mystery limited edition flavours to its zero-sugar Xtra lineup.
Nessie Nectar and Unicorn Tears will roll out on shelves in May for eight weeks.
The duo’s names were inspired by “genuine consumer descriptions” of the taste of the original Irn-Bru, said the brand.
With no flavour descriptions, the drinks (rsp: £1.09, 79p PMP/330ml) would leave consumers guessing about their true taste, said Kenny Nicholson, head of Irn-Bru brand.
“Our Wild Berry Slush and Raspberry Ripple, which launched in April last year, became a top five take home and drink now soft drinks innovation, despite only being available in market for eight weeks,” said Nicholson.
“We’re aiming for even bigger and better with this launch. We want to grab shoppers’ attention, create fun in store and get shoppers, and retailers, talking about the category. Our two legends will definitely do that.”
The launch will be backed by a £2m OOH and social campaign, aiming to reach 70% of all 16 to 34-year-olds across the UK, the brand said.
A suite of PoS would be available for retailers to drive sales, it added.
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