AG Barr is tapping into the fast-growing low-calorie cola market with the launch of Barr Xtra Cola in the on- and off-trade.
Containing no sugar, the new variant follows the success of Barr Diet Cola, which has become the UK’s fastest-growing low-calorie cola.
Adrian Troy, head of marketing for AG Barr, said: “The UK cola market is worth an impressive £1.6billion, with low-calorie cola sales accounting for 51% of this and growing ahead of the market.
“This fast-growing category represents a clear opportunity for outlets to maximise their profits.
“Barr Xtra Cola delivers a full-on cola taste with no sugar and, in independent research, it out-performed the competition on overall taste.”
The launch is supported by a heavyweight social media campaign throughout March and April to drive awareness and encourage trial of the product.
It will come in various formats including 330ml cans, 550ml PET bottles and 750ml glass bottles.
Barr Cola is the Official Cola of the Glasgow 2014 Commonwealth Games, and the new variant will also be part of AG Barr’s support activity for the event.
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