A.G. BARR plc (LON:BAG), the multi-beverage business with a broad portfolio of market-leading UK brands including IRN-BRU, Rubicon and Boost, has announced the formal launch commenced last week of its rebranded and refreshed IRN-BRU ‘ZERO’ product.
IRN-BRU ‘ZERO’ has been rebranded from IRN-BRU ‘XTRA’ to better communicate its zero sugar proposition, with a refreshed new look highlighting IRN-BRU’s iconic strongman insignia and ‘Made in Scotland from Girders’ strapline.
The launch is being supported by expanded distribution and availability across the UK, and UK-wide advertising and social media campaigns. These campaigns are designed to reach 86% of UK adults seven separate times.
Low-calorie carbonates currently account for 50% of category sales and are growing faster than higher-calorie equivalents1. The clearer ‘ZERO’ positioning and wider availability strengthen A.G. BARR’s ability to drive sales across the UK.
Rebranding and expanded distribution are key components of A.G. BARR’s strategic growth drivers outlined last year, with a series of new product launches being delivered from January 2026 supported by channel expansion initiatives.
IRN-BRU, the UK’s third biggest flavoured carbonates brand1, celebrates its 125th anniversary this year. The now renamed IRN-BRU ‘ZERO’ product accounts for approximately 20% of IRN-BRU annual sales, with other products including Regular, Diet and IRN-BRU 1901. This rebranding is the first in the product’s 10 year history, and the hugely loved liquid remains completely unchanged with the same extra IRN-BRU taste.
Kenny Nicholson, IRN-BRU Brand Director at A.G. BARR, commented:
“As we enter our 125th year of IRN-BRU, we are refreshing the way IRN-BRU shows up on the shelf by amplifying the iconic elements people know and love. The new IRN-BRU ‘ZERO’ design and rebranding performed strongly in consumer testing, with research indicating an increase in purchase intent from non-drinkers of the brand, and we are excited about driving sales supported by our UK-wide campaign and expanded distribution.”
1Source: Circana, Value Sales, 52 W/E to 28/02/26
