Irn-Bru has announced the national roll-out of Irn-Bru Xtra, a new fuller flavoured variant with no sugar.

The soft drinks market has evolved with 57% of shoppers looking to reduce their sugar intake (Kantar Worldpanel, May 15), however consumers are not prepared to compromise on tastes.

Adrian Troy, AG Barr marketing director, said: “Irn-Bru, the UK’s No.1 flavoured carbonate brand (IRI Marketplace, Litre Sales, MAT to 01.01.17, GB Convenience) is ideally placed to respond positively to shoppers’ changing attitudes.

“Irn-Bru Xtra performed exceptionally well in consumer research among low calorie drinkers as well as drinkers of regular carbonates (LVA Quantitative research with regular and sugar free Irn-Bru drinkers, April 2016).”

Launched in Scotland last August, Irn-Bru Xtra has already sold more than 23 million cans (AG Barr Sales Data). In a trial in England, sales of Xtra delivered a 10% increase on total Irn-Bru sales (Customer EPOS Data).

Irn-Bru Xtra will be available in 330ml cans, 500ml and 2 litre PET and 750ml glass bottles in plain and price-marked packs.

The launch will be backed by a £5m brand investment which will engage with over 70% of the UK population throughout 2017.

Advertising will launch on digital and social media in April and then appear on national TV from May.

As well as continued activation of its partnership with The Football League and the Scottish Professional Football League, Irn-Bru is strengthening its association with grass roots football by teaming up with Sky Sports’ Soccer AM. The two-year partnership will reach over 5 million football fans.