AG Barr announces permanent addition of IRN-BRU Ice Cream variant

AG Barr has announced that IRN-BRU Ice Cream flavour, the brand’s most-loved limited-edition variant, is returning as a permanent addition to the range.

The product is available in 500ml PETs, price-marked at £1.29, 8 x 330ml can multipacks (rsp £4.20), two-litre PETs (£1.79 PMP and plain pack rsp £2.15), and 330ml single cans (rsp £1.10).

Limited-edition flavours have proven to be a powerful driver of growth for the brand and the wider category, and this launch follows strong consumer demand after the original Ice Cream flavour debuted as a limited edition in 2023 and delivered £29 million to the soft drinks category (IRI).

Available nationally now, IRN-BRU Ice Cream joins the brand’s core IRN-BRU ZERO range, formerly known as IRN-BRU XTRA. Consumer insight has underlined the potential of the flavour, with two in three IRN-BRU shoppers saying they would buy IRN-BRU Ice Cream (Vypr).

Kenny Nicholson, IRN-BRU brand director, says: “Everyone knows IRN-BRU is truly unique. There’s no other flavour on the market quite like it. We’re ‘Made in Scotland from Girders’ but with a sweet, soft side, and every piece of innovation we bring to market should embody that spirit.

“We’ve already shown through our limited editions that IRN-BRU is far more than a single flavour product, and now we’re taking the next step by bringing some of that innovation into the core range.

“Inspired by the classic ice-cream float, IRN-BRU Ice Cream taps into the trend for nostalgic comfort while delivering an irresistible twist on the brand’s iconic taste. We all know the ritual – a cold can of IRN-BRU and a scoop of vanilla. It’s a classic for a reason,” Nicholson added.

“With IRN-BRU Ice Cream we’ve bottled that magic in a ready-to-go format that captures that nostalgic comfort but still delivers the unmistakable IRN-BRU flavour. It’s been tried, tested and loved by shoppers, so now it’s here to stay.”

To support the launch, AG Barr is rolling out a marketing campaign rooted in the brand’s ‘Made in Scotland from Girders’ comms platform.