• Product: Irn-Bru Xtra Nessie Nectar, Unicorn Tears
• Supplier: AG Barr
• RRP: 79p PMP, £1.09 plain
• Available: May

AG Barr is adding two mystery limited editions to its Irn-Bru Xtra range, Nessie Nectar and Unicorn Tears.

The two “Legends Editions” are launching in May and will be available for eight weeks. The names of the two flavours are inspired by terms consumers have used to describe the taste of original Irn-Bru, said Kenny Nicholson, head of Irn-Bru brand.

“Innovation plays a really important role in the success of the soft drinks category. In fact, without NPD, the category would have lost out on £228m worth of sales – which is a 3.4% share of the total market,” Nicholson added.

“Irn-Bru Xtra has a proven track record in delivering flavours that appeal to shoppers. Our Wild Berry Slush and Raspberry Ripple, which launched in April last year, became a top-five take-home and drink-now soft drinks innovation, despite only being available in market for eight weeks. They also added incremental sales, with just over a third (34%) of people who purchased them being new to the category.

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“We’re aiming for even bigger and better with this launch. We want to grab shoppers’ attention, create fun in store and get shoppers, and retailers, talking about the category. Our two Legends will definitely do that.

“The flavours, Nessie Nectar and Unicorn Tears, are both genuine consumer descriptions of the taste of our iconic Irn-Bru, but we’ll be leaving shoppers guessing on what the flavours actually are, as shoppers tell us they like the intrigue. Rest assured, the essence of Irn-Bru is there, with a legendary flavour twist. And we’ll be launching these in a way only Irn-Bru would, so they’ll be sure to get people talking as we head into summer.”

Barr is supporting the launch with a £2m outdoor and social campaign which aims to reach 70% of all 16-24-year-olds across the UK. Retailers will also have access to a full range of PoS to drive sales.

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