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AG Barr PLC announced it is rebranding its zero-sugar Irn-Bru Xtra beverage to Irn-Bru Zero, in a refresh coming alongside expanded UK distribution and advertising. The Cumbernauld, Scotland-based soft drinks manufacturing company which owns brands such as Irn-Bru, Rubicon, and Boost, said the rebranding will help to better communicate its zero-sugar proposition. The relaunch is supported by a UK-wide advertising campaign, alongside expanded nationwide distribution and availability. AG Barr noted that low-calorie soft drinks account for half the sales of the entire category, and are growing faster than higher-calorie equivalents. As such, the new positioning is expected to drive sales. Rebranding and expanded distribution are key to AG Barr’s strategic growth plan, with a series of new product launches having started in January. This is the first Irn-Bru Xtra rebranding in its 10-year history. Irn-Bru is the UK’s third biggest flavoured carbonates brand, AG Barr said, citing a value sales report from Circana LLC. Irn-Bru Xtra, now Zero, accounts for a fifth of Irn-Bru annual sales. Irn-Bru Brand Director Kenny Nicholson said that the design performed well in consumer testing, and ‘research [indicates] an increase in purchase intent from non-drinkers of the brand’. AG Barr shares were down 2.6% to 610.00 pence each on Monday morning in London. Copyright 2026 Alliance News Ltd. All Rights Reserved.
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