AG Barr announces refresh of IRN-BRU design and change of XTRA to ZERO

AG Barr is is beginning a roll-out of refreshed IRN-BRU packaging in early 2026, ahead of the brand’s 125th birthday

IRN-BRU is the UK’s third biggest flavoured carbonates brand (Circana), and the new look will highlight its distinctive brand assets, namely the iconic strongman insignia, ‘Made in Scotland from Girders’ strapline, and its unmistakable orange colour.

The revamp also includes a name change for IRN-BRU’s XTRA variant, which will become ‘ZERO’ to better communicate the 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 (Circana), this clearer name is designed to place IRN-BRU in the best possible position to drive sales and profits. The liquid will remain unchanged.

IRN-BRU 1901, which is the fastest growing variety in the range (up by 16.7%, Circana) 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 (Walnut Packmaster Report).

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 (Kantar).