The Natural Fruit & Beverage Company plans to take on the might of Irn-Bru in Scotland with the launch of a cheaper, cheeky version called Highland Brew. The company claims the launch is to satisfy demand from its wholesale and independent customers who said they wanted a credible competitor to Irn-Bru to help ease the squeeze on margins. Highland Brew aims to pull soft drinkers in with a similar look and taste to Irn-Bru but with a lower price point. A spokeswoman said: "Other rivals to Irn-Bru have failed as they were let down by the taste. But Highland Brew ­ particularly the Diet version ­ was well received in blind tastings." Launch rsps are 89p for the 2 litre bottle and 15p for 330ml. Post launch, normal rsps aim to be lower than rivals' and the 330ml will be replaced by a 500ml version. The low introductory price is "to break people's habits and get them to try something different," according to the spokeswoman. Promotional activity ­ aimed at the core 18 to 30 market ­ will focus on sampling, competitions, radio sponsorship and roadshows. It will also have a presence at the T in the Park music festival. "We know we're taking on the big boys so the Highland Brew brand personality will be young, cheeky and in-yer-face," said a spokeswoman. Highland Brew will initially be available in Scotland but wider UK roll out is planned. {{P&P }}