AG Barr has announced it will be reducing the sugar in Irn-Bru.
The firm has committed itself to making over over 90% of its soft drinks portfolio lower or no sugar by autumn 2017, including its best known and best-selling brand, Irn-Bru.
Pointing to trends indicating consumers are increasingly concerned about sugar, the company said its aim for Irn-Bru was to retain the “unique great taste” but with less sugar.
AG Barr already offers Irn-Bru variants with no sugar – Irn-Bru Sugar Free and Irn-Bru Xtra and said this move would give consumers more choice than ever before.
AG Barr chief executive Roger White said: “Evidence shows that most consumers want to reduce their sugar intake while still enjoying great tasting drinks. We have responded and our announcement today lets them know how we’re delivering what they want.
“Irn-Bru will remain a sugary drink. We’ve achieved a really good match, with less sugar, that tastes great.
“Our focus has been, and always will be, on making great tasting products for people today and for future generations.”