IRN-BRU Ice Cream strengthens core zero-sugar range

IRN-BRU Ice Cream, the brand’s most-loved limited edition flavour, was made a permanent addition to the range earlier this year, as part of the brand’s long-term innovation pipeline for the iconic soft drink.

Available nationally, IRN-BRU Ice Cream is part of the brand’s core IRN-BRU ZERO range, formerly known as IRN-BRU XTRA. The permanent flavour extension is strengthening the core zero sugar range, while bringing additional excitement to the fixture.

Kenny Nicholson, IRN-BRU brand director at AG Barr, said: “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.

“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,” he 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.”

Retailers are advised to display IRN-BRU Ice-Cream prominently in their chiller next to core IRN-BRU ZERO and use AG Barr’s eye-catching PoS suite to drive incremental sales.