Irn-Bru has announced a phased refresh of its packaging across early 2026, ahead of its 125th birthday.
The refreshed look highlights the brand’s strongman insignia, ‘Made in Scotland from Girders’ strapline, and its vibrant orange colour.
The revamp also includes two product name changes. Sugar Free will become Diet while Xtra will become Zero to better communicate the brand’s zero sugar proposition and align with the rest of the soft drinks category. The recipes for both remain unchanged.
Irn-Bru 1901, which is the fastest growing variety in the range (up by +16.7%) due in part to its popularity among 18-24s, will continue to highlight its ‘Old and Unimproved’ recipe on pack.
The new designs performed strongly in consumer testing, with purchase intent up by +13%. Shoppers who saw the new designs were +55% more likely to state they would consider buying the brand. They were also more likely to agree that Irn-Bru is ‘for someone like me’, ‘a great tasting brand’ and ‘worth paying more for’.
Kenny Nicholson, Irn-Bru Brand Director at AG Barr, said: “As we head into our 125th year, we’re refreshing the way Irn-Bru shows up on shelf by amplifying the iconic elements people know and love. This is a phased update that will roll out across early 2026, with an impactful design highly relevant for today’s market and worth paying more for.”
