Those who follow our blog content will know that for a long time we have championed healthier choices in both snacks and drinks and we have worked hard to bring the best possible healthy products to you through our vending machines.

Whilst we fully support the reduction of sugar in drinks, we have been keen to find out about the future of our national drink – IRN-BRU.

Will makers A.G. Barr reduce the sugar content to less than 5g per 100ml to avoid the impending sugar tax? If so, will our nation’s favourite soft drink ever be the same again? It’s something that many loyal consumers have been asking since Chancellor George Osborne first announced the 2018 introduction of a levy on sugary drinks.

IRN-BRU has been working very hard to find out what consumers want, and it appears that whilst they want less sugar, they were quick tell them just how important taste is, without compromise.
IRN-BRU yesterday revealed that it will remain a sugary drink, but they have had some success in reducing the sugar content and the new recipe will be available by the Autumn of 2017. So, we look forward to sampling the new version which they claim will retain the same great taste. For those who want less sugar they can choose IRN-BRU Sugar Free or the new IRN-BRU XTRA (extra taste with no sugar), giving consumers more choice than ever before.

In an announcement from A.G. Barr, Chief Executive, Roger White commented, “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.”

Reading between the lines it would appear that A.G. Barr were not willing to compromise on the much loved taste of the original IRN-BRU, although they have managed to reduce the sugar content, but not enough to avoid the sugary drink label. Instead, they have invested in two alternative options that do not fall into the sugary drink categorisation.

So, IRN-BRU fans can rest easy, the great taste remains, and we’ve got two good alternatives for those who choose not to consume sugary drinks, a success all round we’d say.