A.G. Barr has officially rebranded IRN-BRU XTRA as IRN-BRU Zero as part of a wider drive to strengthen the brand’s appeal and capitalise on growing demand for low-calorie soft drinks.

The multi-beverage business said the refreshed product launched formally last week, with new packaging designed to better communicate its zero sugar credentials while leaning into IRN-BRU’s heritage.

The updated look features the brand’s strongman insignia and its long-running “Made in Scotland from Girders” strapline.

The relaunch is being backed by expanded distribution across the UK, alongside a nationwide advertising and social media campaign. A.G. Barr said the campaign is expected to reach 86 per cent of UK adults seven times.

The move comes as low-calorie carbonates now account for half of category sales and continue to outperform full-sugar variants. A.G. Barr said the clearer Zero positioning and wider availability would help it unlock further growth across the UK market.

The rebrand also forms part of the group’s broader strategic growth plans outlined last year, with further product launches due from January 2026 and additional channel expansion initiatives also in the pipeline.

This year marks IRN-BRU’s 125th anniversary, with the brand remaining the UK’s third biggest flavoured carbonates label. The newly renamed IRN-BRU Zero accounts for around 20 per cent of annual IRN-BRU sales.

Other products in the range include Regular, Diet and IRN-BRU 1901.

A.G. Barr said the relaunch marks the first rebrand for the zero sugar variant in its 10-year history, although the drink itself remains unchanged.

Kenny Nicholson, IRN-BRU brand director at A.G. Barr, said: “As we enter our 125th year of IRN-BRU, we are refreshing the way IRN-BRU shows up on the shelf by amplifying the iconic elements people know and love.

“The new IRN-BRU Zero design and rebranding performed strongly in consumer testing, with research indicating an increase in purchase intent from non-drinkers of the brand, and we are excited about driving sales supported by our UK-wide campaign and expanded distribution.”

The relaunch signals A.G. Barr’s intent to push harder on zero sugar growth at a time when clearer health messaging, recognisable branding and broader availability are becoming increasingly important in soft drinks.

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