With interest in no sugar products growing rapidly these days, Scotland’s most iconic brand is leading the way and helping retailers cash in with the launch of new Irn-Bru Xtra, promising all the flavour of the famous beverage but without the sugar.
Factfile
Known to most retailers in Scotland, Ian Johnstone is an AG Barr man through and through. Launching his career with the company as a van boy, the most dapper chap at AG Barr has progressed through the ranks to become Direct Sales Controller for Scotland.
So, what exactly is Irn-Bru Xtra?
In a nutshell, it tastes exactly like Irn-Bru but it contains absolutely no sugar – and that’s not just our opinion, as SLR knows well, with Woodlands Local being the first store in Scotland to sample the product!
Very true. Our customers literally couldn’t tell the difference in blind taste tests. But why have you launched it?
As the soft drinks market leader in Scotland, we feel it’s our responsibility to help develop and grow the category. To do that, we need to lead from the front when it comes to understanding evolving consumer tastes and delivering products that meet those changing demands. Irn-Bru Xtra does just that. Many of today’s consumers are seeking carbonated soft drinks with more flavour and no sugar – and that’s precisely what Irn-Bru Xtra gives them. We are responding positively and responsibly to a changing market place.
Is the product aimed at the Scottish market specifically?
Initially, yes, we are focusing on Scotland because it’s our home and our heritage. The Scottish market is a vital one to tap into because, of course, the Scots love their carbonated soft drinks: Scotland has only 8% of the population but accounts for 13% of the carbonated soft drinks market.
What’s this new sub-category all about then?
‘More flavour, no sugar’ is, for many shoppers, the best of both worlds. The regular and low calorie sub-categories are well established and everybody understands the benefits of each. This new sub-category is more about delivering amazing flavour but without the sugar.
What advice would you give to retailers on Irn-Bru Xtra?
We anticipate that around one in three sales will be entirely incremental so we will clearly be growing the wider soft drinks market, which is good for everyone. We would recommend that retailers add facings for Irn-Bru Xtra, but not at the expense of the other Irn-Bru variants which are so, so important to them and their shoppers. We’re advising them to increase the space they give to the Irn-Bru range by 33%
That’s a lot of new space to request…
Yes, you’re right and we’re aware of that. But Irn-Bru is extremely important to Scottish retailers and we think it merits this extra space to allow it to deliver even more for retailers. The key is to always be in stock of all three variants and use the new high visible POS that’s available.
How are you supporting the launch?
We’re spending a whopping £2m on the launch, kicking off on October 10th. All of that spend is just for Irn-Bru Xtra and you’ll see evidence of it everywhere you go. We’re doing a lot of outdoor and social media and we’ll be using the van team who visit 2,500 stores every fortnight. It’s going to be huge so I’d advise retailers to make sure they’ve got lots of stock!
And when are you bringing back Irn-Bru Fiery?
Ha hah! I get asked that all the time! My lips are sealed…
