Fizzness strategy
Barr returns to 100-yearold recipe for new Bru
IRN-BRU lovers were upset when the sugar in their favourite drink was halved in 2018 due to the Government’s sugar tax.
But AG Barr bosses have an ingenious idea – a limited edition Irn-Bru based on a recipe more than 100 years old. Clamping down on sugary drinks is a must but you have to admire the firm for its bottle.
IRN-BRU lovers are salivating at the news a new limited edition of their favourite fizzy drink is to hit the shelves.
Irn-Bru 1901 is based on the prototype recipe first created more than 100 years ago and will go on sale in December.
AG Barr bosses said it is made to the authentic mixture discovered in a handwritten book stored deep in the company’s archives and will be “like nothing anyone has tasted before”.
Its flavour will be boosted by extra sugar. which was controversially halved in 2018 when the Government introduced a sugar tax.
Robin Barr, who found the recipe, revealed that Irn-Bru’s “secret flavour essence” will not change and it will be sold in original style 75cl glass bottles and will cost about £2.
He said: “The 1901 recipe has aged beautifully over the last 118 years.
“For a limited time, we’ll be producing a premium ‘old and unimproved’ Irn-Bru 1901 just as it was enjoyed by our first fans.
“This is Irn-Bru as you’ve never tasted it. It’s a chance to enjoy a unique and authentic piece of Scottish history – but don’t hang about, we don’t think it will be around for long.”
AG Barr controversially changed its original recipe to dodge a UK Government sugar tax introduced in April 2018. Sweeteners were added and sugar was cut from 10.3g per 100ml to 4.7g to fall under the 5g threshold.
The 1901 version has reverted to 10.6gms per 100ml – on a par with Coca Cola.
Its £2 cost will partly offset the tax accrued and also pay for new “premium” ingredients.
Over the last two years, legions of fans have begged AG Barr to ditch its sugar tax-friendly version.
Protests came to a head earlier this month when groups threatened to storm the factory in a mass hunt for original recipe products.
The “Storm The Irn Bru Factory For Original Recipe Product” event is set to take place on Friday, November 15, at 12pm.
Hundreds have already signed up, with thousands more interested.
Other Irn-Bru diehards have been tempted with out-of-date cans of the original recipe drink on eBay — at £100 a pop.
1901 Irn-Bru will be available in shops across Scotland from December 2.