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AG Barr Expands IRN-BRU Brand into Energy Drinks Sector

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AG Barr Expands IRN-BRU Brand into Energy Drinks Sector

AG Barr Expands IRN-BRU Brand into Energy Drinks Sector
May 29
10:26 2019

AG Barr, the UK-based soft drinks group, is launching IRN-BRU Energy, a new energy drink that will hit shelves from 1 July 2019. The brand-new formula will combine the iconic flavour of IRN-BRU’s top secret essence with the taurine, caffeine, B vitamins and taste of an energy drink.

IRN-BRU Energy is designed to meet the needs of today’s energy drinker and will offer a different taste experience to regular IRN-BRU.

Adrian Troy, marketing director, says: “We know there are a huge number of IRN-BRU fans who love energy drinks, so we’re excited to reveal our plans for IRN-BRU Energy. Energy drinks are a really fast-growing, exciting market and we’re confident IRN-BRU Energy will wake up and shake up energy drink fans in Scotland and beyond.”

IRN-BRU Energy will be available in sugar and no sugar variants stocked from 1 July in shops across Scotland, Ireland and the North of England. Featuring the iconic IRN-BRU strongman on pack, the liquid will be BRU’s distinctive orange colour and will contain 32 mg of caffeine per 100ml, which is roughly the same as a medium latte from high street coffee chains.


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