Irn-Bru to launch new Loch Ness Monster-inspired flavour, Nessie Nectar; limited edition cans will hit shelves in May for two months, alongside fellow ‘Legend’ flavour, Unicorn Tears
Nessie is going ginger after Irn-Bru announced plans to launch a new limited edition flavour inspired by the Loch Ness Monster.
A £2m campaign is set to launch in May, with Irn-Bru Xtra boasting two new additional ‘Legend Edition’ flavours - Nessie Nectar, after everyone’s favourite water kelpie, and Unicorn Tears after Scotland’s national animal.
But if you want a hint as to what the new Nessie-inspired flavour will taste like when it hits shelves, then you’ll have to pick up a can for yourself, as Irn-Bru is keeping that as much of a mystery as the famous beastie after which it is named.
“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 of these new limited editions actually are, as shoppers tell us they like the intrigue,” said Kenny Nicholson, head of Irn-Bru Brand.
“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.”
If you want to see what Nessie Nectar tastes of for yourself, you’ll also not want to delay - for once the new flavours hit shelves in May they’re only expected to hang around for eight weeks.
“Irn-Bru Xtra has a proven track record in delivering flavours that appeal to shoppers,” continued Mr Nicholson.
“Our Wild Berry Slush and Raspberry Ripple, which launched in April last year became one of the top five take home and drink now soft drinks innovations, despite only being available in market for eight weeks. They also added incremental sales, with just over a third (34 per cent) of people who purchased them being new to the category.
“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 Legend Edition flavours will definitely do that.
