Irn-Bru is to refresh its packaging amid declining sales.
The new, refreshed look for Irn-Bru will begin to roll out from this month.
It would “highlight the brand’s remarkably distinctive brand assets,” including its strongman insignia, ‘made in Scotland from girders’ strapline and “unmistakable” orange colour, the AG Barr-owned brand said.
Irn-Bru’s sugar-free Xtra variant will undergo a name change, becoming Irn-Bru Zero to “better communicate the extra Irn-Bru taste with zero sugar proposition”.
Meanwhile, Irn-Bru 1901 – the brand’s full-sugar variant – would “continue to highlight its ‘old and unimproved’ recipe”.
The new designs had “performed strongly in consumer testing” with purchasing intent up by 16%, Irn-Bru said.
Shoppers who saw the refreshed packaging were 55% more likely to consider buying the brand, according to Walnut survey data.
“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,” said Irn-Bru brand director Kenny Nicholson. “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.”
It comes with sales of Irn-Bru having slid by £1.2m (0.7%) on volumes down 2.1% in the past year [NIQ 52 we 6 September 2025].
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