Scottish soft drink manufacturer, AG Barr has announced its further commitment to reduce sugar across its soft drinks portfolio.
The company, which produces some of the UK's leading soft drinks brands, like IRN-BRU, Rubicon and Strathmore, has confirmed that by accelerating its long-standing sugar reduction programme, over 90% of its company owned soft drinks portfolio by volume will contain less than 5g of total sugar per 100ml by the autumn of this year.
This successful reformulation programme now includes the iconic IRN-BRU brand, which will see its sugar content reduced in line with changing consumer tastes and preferences.
Roger White, Chief Executive, said, 'Evidence shows that consumers want to reduce their sugar intake while still enjoying great tasting drinks. We've respondedby significantly reducing sugar across our portfolio in recent years, through reformulation and innovation.
'Today's announcement builds on this progress and we are now expanding our successful sugar reduction plans to include our iconic IRN-BRU brand. We've worked hard to deliver IRN-BRU's unique great taste, using more of the secret IRN-BRU flavour essence, but with less sugar.
'We have been making some of the nation's favourite soft drinks for over 100 years. We will continue to respond to our consumers and adapt to their changing preferences, offering great tasting products that are right for this generation of consumers and the next.'