IRN-BRU, the UK’s third-largest flavoured carbonates brand, is launching a phased refresh of its packaging across early 2026, ahead of its 125th anniversary.
The new look spotlights the brand’s most distinctive assets: the iconic strongman insignia, the ‘Made in Scotland from Girders’ strapline, and its unmistakable orange colour.
The refresh also includes a name change for its fast-growing XTRA variant, which will become IRN-BRU ZERO. The move is designed to more clearly communicate the brand’s extra-taste, zero-sugar proposition and align with wider category expectations. With low-calorie carbonates now accounting for 50% of category sales – and growing 50% faster than higher-calorie equivalents – the clearer naming places IRN-BRU in a strong position to drive both sales and profit. The much-loved liquids will remain completely unchanged.
IRN-BRU 1901 – the fastest-growing variant in the range, up 16.7% – will continue to highlight its ‘Old and Unimproved’ recipe, a positioning that has proven particularly popular with 18–24-year-olds.
Consumer testing delivered strong results. Purchase intent rose by 13% for the new designs, while shoppers exposed to the refreshed packs were 55% more likely to say they would consider buying the brand. They were also more likely to agree that IRN-BRU is ‘for someone like me’, ‘a great-tasting brand’ and, crucially, ‘worth paying more for’.
Kenny Nicholson, IRN-BRU Brand Director at AG Barr, said: “As we head into our 125th year, we’re refreshing the way IRN-BRU shows up on shelf by amplifying the iconic elements people know and love. This is a phased update that will roll out across early 2026, with an impactful design highly relevant for today’s market and worth paying more for.”
