Xtra xtra! Irn-Bru launches new no-sugar variant

Irn Bru Xtra

Irn-Bru has unveiled Irn-Bru Xtra, the first permanent new product from the brand in 35 years and one free from sugar.

The launch comes four months after the Chancellor announced a tax on sugary soft drinks, which is due to be levied in 2018.

The new drink has apparently been a year in the making and rolls out in August. AG Barr described it as “including even more of the Irn-Bru taste that consumers love but without the sugar”. SLR attended a sampling at AG Barr’s Cumbernauld plant today (20th July) and can confirm that it tastes pretty much like the original.

“The soft drinks market is evolving and consumers want more choice,” said Adrian Troy, AG Barr’s Head of Marketing. “Irn-Bru is ideally-placed to respond positively to shoppers’ changing attitudes.

“Irn-Bru Xtra has performed exceptionally well in consumer research with a high percentage of both Regular and Low Calorie carbonates consumers saying they would buy it, demonstrating the fantastic incremental growth opportunity for retailers.”

Irn-Bru Xtra will be available in a range of pack formats including 330ml cans (singles and multipacks), 500ml and 2-litre PET and 750ml glass bottles in both plain and pricemarked options.

The new product will be backed by a £2m investment, including a new outdoor advertising campaign and range of POS.

“Scottish shoppers already spend more on Irn-Bru regular and sugar-free than any other soft drinks brand and these sales are incremental to the category,” added Troy.

AG Barr recommends that retailers increase Irn-Bru brand shelf space by one-third and merchandise new Irn-Bru Xtra between the regular and sugar-free brand variants.