IRN-BRU Ice Cream, the brand’s most-loved limited edition flavour, is returning as a permanent addition to the range as part of the brand’s long-term innovation pipeline for the iconic soft drink.
Limited edition flavours have proven to be a powerful driver of growth for the brand and the wider category, and this launch follows strong consumer demand after the original Ice Cream flavour debuted as a limited edition in 2023 and delivered £29m to the soft drinks category[1].
Available nationally now, IRN-BRU Ice Cream joins the brand’s core IRN-BRU ZERO range, formerly known as IRN-BRU XTRA. The new permanent flavour extension is set to strengthen the core zero sugar range, while bringing additional excitement to the fixture. Consumer insight has underlined the potential of the flavour, with two in three IRN-BRU shoppers saying they would buy IRN-BRU Ice Cream[2].
Kenny Nicholson, IRN-BRU Brand Director at AG Barr, said: “Everyone knows IRN-BRU is truly unique. There’s no other flavour on the market quite like it. We’re ‘Made in Scotland from Girders’ but with a sweet, soft side, and every piece of innovation we bring to market should embody that spirit.
“We’ve already shown through our limited editions that IRN-BRU is far more than a single flavour product, and now we’re taking the next step by bringing some of that innovation into the core range.
“Inspired by the classic ice-cream float, IRN-BRU Ice Cream taps into the trend for nostalgic comfort while delivering an irresistible twist on the brand’s iconic taste. We all know the ritual – a cold can of IRN-BRU and a scoop of vanilla. It’s a classic for a reason,” Kenny added.
“With IRN-BRU Ice Cream we’ve bottled that magic in a ready-to-go format that captures that nostalgic comfort but still delivers the unmistakable IRN-BRU flavour. It’s been tried, tested and loved by shoppers, so now it’s here to stay.”
To support the launch, AG Barr will roll out a bold marketing campaign rooted in the brand’s “Made in Scotland from Girders” comms platform.
Retailers should prominently display IRN-BRU Ice-Cream in their chiller next to core IRN-BRU ZERO and use our eye-catching POS suite to drive incremental sales.
[1] IRI Marketplace, Value Sales, 12 wks to 52 w/e 26.8.23 vs YA, Total Marketplace
[2] Vypr consumer research Apr 2025
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