AG Barr is hoping to set sales of Irn-Bru on fire with the launch of the brand's first ever limited-edition flavour.
Rolling out to stores from 26 September until December, Fiery Irn-Bru has been designed to offer the taste of its parent product but with a fiery kick.
"Nine out of 10 Irn-Bru fans said they would buy Fiery as well as their regular Irn-Bru purchase," claimed Adrian Troy, AG Barr head of marketing, who predicted the launch would also attract new consumers to the 11o-year-old brand.
Marketing support for the roll-out includes poster advertising, PoS material, social media activity and a campaign advising people to 'Watch Their Mouths'.
Fiery packs will be sold in 330ml cans (rsp: 49p), 500ml bottles (rsp: 89p) and a 330ml six-pack (rsp: £2.50). AG Barr said value sales of Irn-Bru had risen 7% on average for each of the past three years.
Rolling out to stores from 26 September until December, Fiery Irn-Bru has been designed to offer the taste of its parent product but with a fiery kick.
"Nine out of 10 Irn-Bru fans said they would buy Fiery as well as their regular Irn-Bru purchase," claimed Adrian Troy, AG Barr head of marketing, who predicted the launch would also attract new consumers to the 11o-year-old brand.
Marketing support for the roll-out includes poster advertising, PoS material, social media activity and a campaign advising people to 'Watch Their Mouths'.
Fiery packs will be sold in 330ml cans (rsp: 49p), 500ml bottles (rsp: 89p) and a 330ml six-pack (rsp: £2.50). AG Barr said value sales of Irn-Bru had risen 7% on average for each of the past three years.
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