IRN-BRU returns to shelves to shake up Energy Drinks market
IRN-BRU Energy is back on shelves, giving retailers a bold new way to tap into one of retail’s fastest-growing categories.
Launching in 500ml big cans, the range will be available in Original and Zero Sugar variants, combining the iconic flavour of IRN-BRU’s top secret essence with taurine, caffeine and B vitamins to deliver the taste and boost consumers expect from an energy drink.
The return comes at a time of significant momentum in the category. In Northern Ireland, soft drinks are now worth almost £498m, with Sports & Energy worth £138.5m and growing by 10.7% year on year. Sports and Energy now accounts for 27.8% of total soft drinks sales1, underlining the importance of the category for retailers.
IRN-BRU Energy is designed to help retailers capitalise on these trends. The launch offers a clear proposition for shoppers who love the distinctive taste of IRN-BRU but want the functionality of an energy drink.
Kenny Nicholson, IRN-BRU Brand Director at AG Barr said: “Energy drinks remain one of the most dynamic parts of the soft drinks category, and retailers know just how important it is to get the range right.
“We’re bringing back IRN-BRU Energy to deliver the iconic flavour people love into the energy category, giving shoppers something genuinely different while delivering strong incremental sales for retailers.”
IRN-BRU Energy was originally launched to meet growing consumer demand for flavoured energy drinks, a segment that has grown rapidly in recent years as shoppers increasingly look for alternatives to traditional energy profiles. The range returns with the same unmistakable IRN-BRU character and a launch campaign that promises to stand out.
Available nationally, the range will give retailers the opportunity to drive incremental energy sales with a product that combines the strength of the IRN-BRU brand with the growth potential of the energy category.
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[1] Circana, Value Sales, 52 w.e. 24th January 26, Total Coverage
