A.G. Barr to reduce sugar levels in Irn-Bru

02 March 2017 by
A.G. Barr to reduce sugar levels in Irn-Bru

Responding to consumer concerns about sugar, from this autumn the Irn-Bru recipe will be replaced with a lower sugar alternative, and over 90% of the company's drinks portfolio will be lower or no sugar. The company said Irn-Bru "will still have its unique great taste but with less sugar", reducing the sugar content by half, from 10g per 100ml to just below 5g.

The brand already produces Irn-Bru Sugar Free, and launched Irn-Bru Xtra last year which has "extra taste" with no sugar.

Roger White, A.G. Barr chief executive, said: "Evidence shows that most consumers want to reduce their sugar intake while still enjoying great tasting drinks. We have responded and our announcement today lets them know how we're delivering what they want.

"Irn-Bru will remain a sugary drink. We've achieved a really good match, with less sugar, that tastes great. Our focus has been, and always will be, on making great tasting products for people today and for future generations."

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