Barr Soft Drinks is adding a 500ml big can variant to its Irn-Bru energy range, which launched in a 330ml slim can format last July.
It will be available from January 2021 in outers of 12 x 500ml big cans in both sugar (£1.29 PMP) and no sugar (£1.29 PMP) variants.
The launch will be supported with a £1m brand investment from February, including heavyweight outdoor and digital advertising, complemented by a “huge” sampling campaign.
“Energy is the biggest and most profitable drink-now segment in the UK, with over one in three soft drinks sold in convenience stores being an Energy drink,” said Adrian Troy, Marketing Director at Barr Soft Drinks.
“However, the top 20 energy products are split equally between big and small cans, with 60% of shoppers always buying the same size can.”
Barr advised retailers to use its POS and merchandise 500ml Irn-Bru Energy in the chiller next to 330ml Irn-Bru Energy.
