Irn-Bru To Launch New Energy Drink
16 May 2019, 07:53
Irn-Bru Energy will be made from a new formula said to combine the Scottish drink's flavour with taurine, caffeine, B vitamins and the "taste of an energy drink".
The official launch will see sugar and no sugar variants hit the shelves from July 1 across Scotland, Ireland and the north of England.
It is said to contain 32mg of caffeine per 100ml, roughly the same as a medium latte from a high street coffee chain.
Adrian Troy, marketing director at AG Barr, said: "We know there are a huge number of Irn-Bru fans who love energy drinks, so we're excited to reveal our plans for Irn-Bru Energy.
"Energy drinks are a really fast-growing, exciting market and we're confident Irn-Bru Energy will wake up and shake up energy drink fans in Scotland and beyond."
In March the company posted a pre-tax profit of £44.5 million for the year to January 26, down from £44.9 million, while announcing revenue growth of 5.6% to £279 million.
The firm said the results were "all the more pleasing" given the Government's sugar levy, which led to a revamp in the main Irn-Bru recipe.
It is not the first time the brand has gone down the energy drink route with Irn-Bru 32 launched in 2006.
A tweet dating back to 2016 described it as "a limited edition product" adding "never say never" in reply to a fan asking if it was still in production.