AG Barr has launched a rebranded Irn-Bru Zero, formerly Irn-Bru Xtra, to better communicate its zero sugar offering and drive sales across the UK.
The launch is supported by expanded distribution and availability across the UK, and UK-wide advertising and social media campaigns.
The low-calorie carbonates market accounts for 50% of category sales and is growing faster than higher-calorie options.
Irn-Bru Zero, the UK’s third biggest flavoured carbonates brand, currently represents about 20% of the brand’s annual sales, and this rebranding is the first in its ten-year history, with the liquid remaining unchanged.
Kenny Nicholson, Irn-Bru brand director said: “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.”
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