Irn-Bru is strengthening its summer offer with the launch of a new Cherry flavour in its Zero range alongside the return of football-themed packs and a major advertising campaign.
Available from 1 May, Irn-Bru Cherry Zero will be listed exclusively in the symbols and independents channel as a permanent line.
The launch builds on the recent addition of Irn-Bru Ice Cream to the core Zero range, which added £2.9m in category value at its original launch and became a permanent fixture earlier this year.
The Cherry flavour comes as low-calorie carbonates account for 55% of category value and continue to outpace regular variants, with Irn-Bru Zero growing significantly faster than the wider low-calorie segment. Cherry-flavoured soft drinks are also seeing strong growth ahead of the summer.
Irn-Bru Cherry Zero will be available in a 2L PET format at a £1.79 PMP and a 500ml PET format at a £1.29 PMP. The brand encouraged retailers to create a three-strong block of Irn-Bru Zero variants in the chiller, supported by POS, to drive impulse sales and trial.
Alongside the flavour launch, Irn-Bru is rolling out a new consumer campaign from mid-May, building on the success of its 2024 ‘Mannschaft’ advert. Running through to July, the activity includes a new advert supported by TV, out of home, social, PR and in-store and in-depot displays.
The campaign is backed by special football packs across the core Irn-Bru range, including 330ml x 8 cans for £3 price-marked in regular, Zero and Diet variants, 330ml x 24 can packs, and 750ml glass bottles in the regular variant.
The brand advised retailers to ensure strong availability across formats and to use impactful in-store displays to capitalise on increased footfall, particularly on match days.
