Irn-Bru's full sugar version returns for good

Irn-Bru’s sugar content was reduced in 2018

(Irn-Bru)

Irn-Bru’s full sugar variety is permanently returning to shelves following a successful limited-edition run.

Soft drinks manufacturer A.G. Barr changed the formulation of Irn-Bru in 2018 to reduce its sugar content due to a new sugar tax in the UK.

The full-sugar version of the fizzy drink was later brought back in 2019 under the name Irn-Bru 1901 as a limited edition product but will now return for good.

When Irn-Bru’s sugar content was first reduced, there was outcry from fans and cans of the original Irn-Bru were reportedly being sold on Ebay at inflated prices, even after they had passed their best before dates.

Then when Irn-Bru 1901 was released, bottles of this drink also popped up on Ebay, as people capitalised on fans’ keenness to get hold of the drink before the run ended.

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The drink, which comes in 750ml bottles, went on sale again on Monday 22 March. It contains no sweeteners (only sugar) and also contains no caffeine.

The name 1901 came from the drink’s original recipe, which originates from that year and came from a handwritten recipe book.

Adrian Troy, Marketing Director at Irn-Bru, says: “1901 proved super-popular with fans who really loved the recipe but were disappointed when stock ran dry.  Now it’s back for good, so people can enjoy it year-round with the first bottles going on shelves today.”

Back in 2018, when Irn-Bru announced that it would be cutting its sugar content, there was a huge backlash from fans.

The brand was forced to released a statement on its Twitter in a bid to appease its long-standing customers.

Irn-Bru said it knew many people were "concerned" about the changes and reassured fans that it would still be a "sugary drink", pointing out each can would still contain around four teaspoons of sugar, plus sweeteners.

The brand wrote: "We’ve done a shed-load of taste tests on this. In these tests, nine out of 10 people said we’ve got an excellent or good taste match.

"We know we won’t convince anyone right now. But when you try it, we hope you’ll agree it still tastes amazing."