Irn-Bru Energy is back on shelves in Original and Zero Sugar, giving retailers a way to tap one of the fastest-growing soft drinks categories.
Rolling out in 500ml cans, the drinks combine Irn-Bru’s top secret essence with taurine, caffeine and B vitamins.
The return lands amid strong category momentum. Sports and energy drinks are worth £3.1bn and growing at 11.1%, accounting for 41% of drink-now soft drinks sales. Innovation remains a key growth driver, with 62% of 2025 category growth coming from new products, flavours and pack formats.
The launch targets shoppers who want the distinctive taste of Irn-Bru with energy drink functionality, particularly in Scotland where the brand has a long heritage.
Packs are available nationally from April in 500ml cans across two price points: £1 PMP and plain pack at RSP £1.50, in both Original and Zero Sugar variants.
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.”
