Scottish retailers: power-up sales with new energy innovation from the house of IRN-BRU

PWR-BRU, from IRN-BRU, the No. 1 Scottish grocery brand, is introducing its first new flavour innovation since launching in 2023. Dynamo Fruit Punch will be hitting shelves from April 2025 in a 500ml big can format. “PWR-BRU has been packing a powerful flavour punch in the fast growing Scottish energy market since launch,\" said Kenny Nicholson, Head of IRN-BRU Brand. \"The range, with its distinctive can design and real IRN-BRU essence, provides something unique and individual. This latest flavour innovation is arriving with retailers just in time to maximise profit opportunities in the summer sales peak.” Scotland’s energy drinks market is the nation’s fastest growing category, adding the most value for retailers and selling an additional five million units per month during summer. Flavours are still driving these sales, as data shows flavoured SKUs are 60 per cent incremental to the market.