New variant on core product

Barr tackles sugar tax with Irn-Bru XTRA

Irn-Bru XtraAG Barr is launching a new sugar-free Irn-Bru in response to the new tax aimed at tackling obesity.

The sugar levy will be imposed from April 2018 which has encouraged makers of fizzy drinks to extend their portfolio to protect market share.

Irn-Bru XTRA, being launched next month, will be the third permanent variant to the brand and the first for 35 years.

The company has previously introduced limited editions including the spice-infused Fiery Irn-Bru, sports drink Irn-Bru XS and the Irn-Bru 32 energy drink.

AG Barr’s chief executive, Roger White, said the company was looking to expand its range of products with “lower” and “no sugar” drinks.

The company’s head of marketing, Adrian Troy, said: “It’s clear that the market is changing and consumers want more choice. We’ve listened to this and have worked incredibly hard to not only develop Irn-Bru XTRA, but to make it available to buy this summer.”

The company believes that two-thirds of the drinks its sells will be sugar-free by the time the new tax is introduced.




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