AG Barr, which produces and markets some of the UK’s leading soft drinks brands, including IRN-BRU, Rubicon and Strathmore, has announced its further commitment to reduce sugar across its soft drinks portfolio. AG Barr has confirmed that by accelerating its long-standing sugar reduction programme, over 90% of its company owned soft drinks portfolio by volume will contain less than 5g of total sugar per 100ml by the autumn of this year.
This successful reformulation programme now includes the iconic IRN-BRU brand, which will see its sugar content reduced in line with changing consumer tastes and preferences.
Roger White, chief executive of AG Barr, comments: “Evidence shows that consumers want to reduce their sugar intake while still enjoying great tasting drinks. We’ve responded by significantly reducing sugar across our portfolio in recent years, through reformulation and innovation.
He continues: “We are now expanding our successful sugar reduction plans to include our iconic IRN-BRU brand. We’ve worked hard to deliver IRN-BRU’s unique great taste, using more of the secret IRN-BRU flavour essence, but with less sugar.”