Soft drinks market turns sour for AG Barr

Barr Sour Berry and Sour Apple

Barr Soft Drinks has unveiled a new range of limited-edition flavours under its eponymous Barr brand.

Sour Berry and Sour Apple roll out from July for a limited time only and have been developed to drive excitement around the Barr range, whilst delivering an incremental sales opportunity for retailers.

Both will be available in outers of 12 x 500ml PET bottles, priced-marked at 79p.

POS will be available from the end of July to signpost the flavours and help retailers drive sales of the full Barr range.

The manufacturer hopes the two flavours will give its Barr carbonates range, which is currently worth £44.2m, a further boost by offering “a unique taste that will intrigue and excite shoppers”.

Adrian Troy, Marketing Director at Barr Soft Drinks, said: “Limited edition flavours are always very popular with shoppers, where taste is still the key driver. Not only do they drive sales but increase brand engagement and conversation whilst creating excitement at fixture. New flavours in the category have delivered more than £50m worth of sales over the last two years, and consumer research has shown us that Barr lovers will be excited to try the Sours range, so retailers should make the most of this seasonal sales opportunity, before it’s gone.”