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Ag Barr Irn-Bru Marketing

Irn-Bru responds to fears over impending recipe change


By Taruka Srivastav, Reporter

January 6, 2018 | 4 min read

Following a negative response to soft drink Irn-Bru’s decision to alter its recipe and reduce the quantity of sugar in its products, it’s maker, AG Barr has released a statement on its official Twitter page.

Irn-Bru's recipe change includes reducing the quantity of sugar in its drinks

Irn-Bru's recipe change includes reducing the quantity of sugar in its drinks

In order to quell the criticism over the decision, the company’s statement read: “We know a lot of people are concerned right now about the changes to Irn-Bru. We understand but we want to reassure you of a few things. Irn-Bru will still be made with the same secret flavour essence as it’s always been."

"So it’ll have its unique taste. This isn’t changing and it never will. Irn-Bru will still be a sugary drink. We’re reducing the sugar, not losing it all together. There will still be about 4 teaspoons of sugar in a can."

An AG Barr spokesman told the Scotsman: “From January 2018 Irn-Bru will continue to be made using the same secret Irn-Bru flavour essence, but with less sugar. The vast majority of our drinkers want to consume less sugar so that’s what we’re now offering. We know that our loyal drinkers love Irn-Bru for its unique great taste and we’ve worked hard to deliver this."

"We ran lots of taste tests that showed most people can’t tell the difference - nine out of 10 regular Irn-Bru drinkers told us we had a good or excellent taste match. Most shoppers can expect to buy Irn-Bru with reduced sugar from later this month. Give it a try when it comes out.”

Social media was buzzing with reaction following the initial announcement -

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