Launching in 500ml big cans, the range will be available in Original and Zero Sugar variants, combining the iconic flavour of IRN-BRU’s top secret essence with taurine, caffeine and B vitamins to deliver the taste and boost consumers expect from an energy drink.

The return comes at a time of significant momentum in the category. In Northern Ireland, soft drinks are now worth almost £498m, with Sports & Energy worth £138.5m and growing by 10.7% year on year. Sports and Energy now accounts for 27.8% of total soft drinks sales¹, underlining the importance of the category for retailers.

IRN-BRU Energy is designed to help retailers capitalise on these trends. The launch offers a clear proposition for shoppers who love the distinctive taste of IRN-BRU but want the functionality of an energy drink.

Kenny Nicholson, IRN-BRU Brand Director at AG Barr said: “Energy drinks remain one of the most dynamic parts of the soft drinks category, and retailers know just how important it is to get the range right.

“We’re bringing back IRN-BRU Energy to deliver the iconic flavour people love into the energy category, giving shoppers something genuinely different while delivering strong incremental sales for retailers.”

IRN-BRU Energy was originally launched to meet growing consumer demand for flavoured energy drinks, a segment that has grown rapidly in recent years as shoppers increasingly look for alternatives to traditional energy profiles. The range returns with the same unmistakable IRN-BRU character and a launch campaign that promises to stand out.

Available nationally, the range will give retailers the opportunity to drive incremental energy sales with a product that combines the strength of the IRN-BRU brand with the growth potential of the energy category.

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^[1] Circana, Value Sales, 52 w.e. 24th January 26, Total Coverage

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Live from April to July 2026, the campaign will feature on OOH advertising, digital and social media as well as on the street sampling of over 500K consumers. It will attract its core audience of 18 to 34-year-olds, reaching over 20 million consumers.

Lisa McKenna, Boost Brand Director at AG Barr said they have always championed value, bringing great tasting functionality at a great price.

“Boost is not about high octane activities, we represent those who need energy for their everyday needs – the Mondays, not Mountains. So, like our name, we are straight up and embrace our simplicity so that we can deliver the best quality and best value for shoppers – truly a no-brainer choice,” said Lisa.

Boost continues to go from strength to strength and the new campaign builds on the brand’s momentum. Boost is the No.3 brand in Energy drinks^[1] and Boost Red Berry is the No. 2 top selling Energy drink¹ in Northern Ireland. Boost Sports Drinks are the No. 3 brand¹ in sports drinks and they have recently launched a new range of three great tasting, zero sugar waters with electrolytes.

“We’re aiming to build on this with our clear messaging, delivering straight up energy for straight up sales opportunities,” added Lisa.

Retailers should prominently display Boost Energy and Sport in their energy fixtures and Boost Water+ in their water fixtures to offer great-tasting, great value choices to their shoppers and drive incremental sales.

^[1] Circana, Value Sales, MAT to 07/03/26, Northern Ireland

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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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The flavours – Sparkling Raspberry Peach, Sparkling Mango Lemonade, Sparkling Kiwi Guava, and Sparkling Strawberry Watermelon – are part of the brand’s ‘core’ line-up that have helped make CELSIUS the fastest growing energy drink brand in the U.S.2

Landing on shelves from February 2026, as consumers set New Year’s resolutions that focus on health and wellness goals, the launch is engineered to capitalise on the seasonal surge in fitness culture and maximise incrementality for retailers. The brand’s ‘core’ range features striking, clean can designs that are emblematic of the CELSIUS LIVE FIT ethos.

Garrett Quigley, President Celsius International, said: “We are excited for consumers in the UK and Ireland to experience the latest innovation from CELSIUS arriving from February.

“We believe the zero sugar, fruit-forward flavours that distinguish CELSIUS from traditional energy drinks align with consumers’ evolving needs for great taste without compromise. This innovation is designed to bring new consumers into the growing energy category, drive growth, and be a meaningful contributor to higher basket value for our retailers.”

The new CELSIUS flavours reflect the brand’s commitment to drive category growth through continued innovation with fruit-forward offerings, keeping loyal fans engaged while attracting new shoppers. They will be available across major retailers, convenience stores, and gyms and supported by sampling, activations, and high-impact POS displays.

Additionally, Sparkling Raspberry Peach and Sparkling Mango Lemonade flavours will be available as a multipack for the first time in the UK and Ireland. The introduction of multipacks offers retailers a ‘drink later’ format that enables consumers to stock up their cupboards and conveniently add CELSIUS to their daily routines.

Born in fitness, CELSIUS is a functional energy drink brand that combines bold taste and a blend of essential vitamins and caffeine without sugar or preservatives. CELSIUS supports active lifestyles with a blend of essential vitamins which contribute to the normal function of the immune system (B6, B12, C) and the reduction of tiredness and fatigue (B2, B3, B5, B6, B12, C), while helping to increase alertness and improve concentration (caffeine).

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Mike joins the island of Ireland operations from Coca-Cola HBC’s Italian business unit where he was Sales Director responsible for strengthening customer relationships in the At Home channels.

He joined Coca-Cola HBC in 2020 as International Key Account Director with responsibility for the Discount channel, having previously held various commercial roles at both Danone and Diageo.

His move to Ireland and Northern Ireland comes at an exciting time for the strategic bottling partner for The Coca-Cola Company as it continues to grow its 24/7 portfolio offer.

Coca-Cola HBC proudly produces and distributes all products within The Coca-Company portfolio, as well as locally owned brands including Deep RiverRock and Fruice.

It also produces and distributes Monster Energy; owns the premium spirits brand Finlandia Vodka; and is distributor for The Campari Group, Edrington, and coffee brand Caffé Vergnano on the island of Ireland.

Simon Fitzpatrick, General Manager Coca-Cola HBC Ireland and Northern Ireland said: “Mike comes to the island of Ireland operations with a wealth of experience, both inside and outside of the Coca-Cola system which can only strengthen our vision to be the leading 24/7 portfolio provider for our customers. We look forward to harnessing this experience to create even greater value for our customers and consumers in the months and years ahead.”

Mike Raven added: “The Ireland and Northern Ireland markets are exciting, diverse and full of potential. I look forward to working closely with our varied range of customers across the island of Ireland, and to supporting our first-class sales team as they continue their work to partner with our customers and delight our consumers every day.”

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