IRN-BRU, the UK’s third biggest flavoured carbonates brand[1], is beginning a phased refresh of its packaging across early 2026, ahead of its 125th birthday.
The new refreshed look will begin to roll out this month and will highlight the brand’s remarkably distinctive brand assets, namely the iconic strongman insignia, ‘Made in Scotland from Girders’ strapline, and – of course – its unmistakable orange colour.
The revamp also includes a product name change for its fast growing XTRA variant, which will become ‘ZERO’ to better communicate the extra IRN-BRU taste with zero sugar proposition and align with wider category expectations. With low-calorie carbonates accounting for 50% of category sales and growing +50% faster than higher-calorie equivalents[2], this clearer name places IRN-BRU in the best possible position to drive sales and profits. The hugely loved liquids will remain completely unchanged.
IRN-BRU 1901, which is the fastest growing variety in the range (up by +16.7%[3]) due in part to its popularity among 18-24s, will continue to highlight its ‘Old and Unimproved’ recipe.
The new designs have performed strongly in consumer testing, with purchase intent up by +13% for the new designs. Shoppers who saw the new designs were +55% more likely to state they would consider buying the brand. They were also more likely to agree with the statements that IRN-BRU is ‘for someone like me’, ‘a great tasting brand’ and, crucially, ‘worth paying more for’ if they saw the new designs[4].
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.”
Last year, IRN-BRU grew six times faster than the total flavoured carbonates category in England and Wales. The brand boasts higher shopper loyalty than any competitor in the other flavoured carbonates segment[5].
[1] Circana, Value Sales, MAT to 04/01/25, Total Coverage
[2] CIRCANA, IRL ALL OUTLETS ENGLAND & WALES, 52 W/E 04/01/25 (IRN-BRU VALUE GROWTH +3.7%, TOTAL OFCS VALUE GROWTH +0.6%)
[3] Circana 52 w/e 06 Sep, 2025 % Change vs YA
[4] Walnut Packmaster Report: April 2025. All Adults (18-64), UK-Wide. IRN-BRU Drinkers & Non-Drinkers
[5] Kantar 12 w.e 10th August 2025
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