Multi-award winning Excel Vending has championed healthier choices in both snacks and drinks and the company has worked hard in recent years to bring consumers ‘the best possible healthy products’ through their vending machines.
Having said that, the people at Excel Vending were anxious to learn the fate of IRN-BRU, which, as you’ll read, they regard as Scotland’s national drink – and therefore ‘not to be tampered with’.
We’re republishing the blog – which we hope tickles you as much as it tickled us – under its original title: You can take our tax, but not our taste…
Whilst we fully support the reduction of sugar in drinks, we have been keen to find out about the future of our national drink – IRN-BRU.
Will makers A.G. Barr reduce the sugar content to less than 5g per 100ml to avoid the impending sugar tax? If so, will our nation’s favourite soft drink ever be the same again? It’s something that many loyal consumers have been asking since Chancellor George Osborne first announced the 2018 introduction of a levy on sugary drinks.
We know that IRN-BRU has been working very hard to find out what people want. Whilst they all want less sugar, they were quick to say just how important the taste is. They said it should ‘never be compromised’.
Which is pretty much exactly what we think.
So, imagine our relief at Excel Vending when IRN-BRU announced that it will remain a sugary drink. They have had some success in reducing the sugar content – and the new recipe will be available by the Autumn of 2017. – but they promise that the new IRN-BRU will retain the same great taste…
We’re counting on it! ‘Our announcement today lets consumers know we’re delivering what they want’, Roger White said – and he’s the A.G. Barr CEO, so he should know.
For those who insist on less sugar, there’s always IRN-BRU Sugar Free or the new IRN-BRU XTRA (extra taste with no sugar). All in all, consumers have more choice now than ever before.
Reading between the lines, it would appear that A.G. Barr were not willing to compromise on the much loved taste of the original IRN-BRU. They have managed to reduce the sugar content, but not enough to avoid the label ‘sugary drink’. Instead, they have invested in two alternatives that tick the sugar box.
So, IRN-BRU fans, such as us, can rest easy. The great Scottish taste remains, and we’ve got two good alternatives for those who choose not to consume sugary drinks. A success all round we’d say.’
So…
So, common sense has prevailed. We like it when that happens.
