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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
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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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 Breaking News
  • Carlsberg Group Upgrades Full Year Operating Profit Outlook Carlsberg Group has delivered organic operating profit growth of 17.7% for the first half of 2019 with reported growth of 18.2% to DKr 5.17 billion (€693 million). Organic net revenue growth was 4.2% and on a reported basis net revenue rose by 6.5% to DKr32.99 (€4.42 billion). Operating margin improved by 160bp to 15.7%. Reported net [...]...
  • Diageo Forms New Rum Joint Venture Diageo and Corporación Cuba Ron, a leader in the production of premium Cuban rums, have created a joint venture – Ron Santiago. The joint venture will have exclusive global distribution rights to Santiago de Cuba, a premium Cuban heritage rum brand. Globally, premium and above rum segments are growing ahead of the category overall, with premiumisation [...]...
  • Stirring Times For US Yogurt – Innovation is Vital in a Changing Consumer Environment Over half of all U.S. consumers now buy yogurt as part of their typical grocery basket, according to a new report from Innova Market Insights, but their habits appear to be evolving. Convenience themes are becoming increasingly important, for example, with 17% of consumers naming this as a significant choice factor in 2018, which is [...]...
  • FrieslandCampina Significantly Expands its VLOG Production Due to the sharp increase in demand in Germany, FrieslandCampina is increasing the number of participating dairy farms that supply VLOG milk from 400 to more than 600. All VLOG milk produced by Dutch FrieslandCampina dairy farmers is used to make cheese for the German market. VLOG (Verband Lebensmittel Ohne Gentechnik) is a German association responsible [...]...
  • English Food Manufacturers Sign Up to Made Smarter Support A number of food manufacturing firms in the North West of England have signed up to a business-led programme which aims to use digital technology to boost growth and success. By implementing advances in data analytics, Artificial Intelligence (AI), Augmented Reality (AR), Industrial Internet of Things (IIoT), 3D-printing and robotics, firms can enhance their profitability [...]...
  
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