AG Barr To Launch New IRN-BRU XTRA Variant In 35 Years

In the making for over a year, it has been created using the distinctive BRU recipe but is excitingly new and refreshing. IRN-BRU XTRA includes even more of the IRN-BRU taste that consumers love but leaves out the sugar for a new flavour experience. Only the third permanent variant to be added to the range, IRN-BRU XTRA is set to take Scotland’s shelves by storm when it is released next month.

Adrian Troy, AG Barr Head of Marketing, comments, “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.”

“As a brand, strength and resilience is at the heart of everything we do and IRN-BRU XTRA is a total knockout. With the IRN-BRU secret recipe at its core, it delivers extra taste and no sugar. We’re confident it will be just the tonic for those that are keen to try something new and enjoy the bold IRN-BRU taste they love, without any sugar.” IRN-BRU XTRA hits Scottish shelves over the course of August.

• IRN-BRU XTRA is a sparkling low calorie flavoured soft drink containing extra IRN-BRU taste but with no sugar.
• IRN-BRU XTRA is only the third ever permanent addition to the IRN-BRU portfolio. It will be released in Scotland in August 2016.
• IRN-BRU XTRA joins IRN-BRU original and IRN-BRU Sugar Free – sparkling, mixed fruit flavoured soft drinks containing 32 phenomenal flavours.
• The secret ingredient which makes IRN-BRU so special is only known by three people in the world, creator Robin Barr; Robin’s daughter, Julie Barr and one other board member.

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