In July, still insisting that it ‘made the right decision to reduce the sugar in Irn-Bru and the vast majority of drinkers agree’, the company announced a profit warning. Its share price fell by 30 per cent in a day and has fallen further since.
How serendipitous, then, that Robin Barr – great-grandson of the eponymous AG – recently stumbled across a dusty book buried deep in the company’s archives which contains the original recipe written out in longhand. As luck would have it, the 1901 version of Irn-Bru contained even more sugar than the fabulously popular version that Barr took off the shelves last year.
Having made such a remarkable discovery, the company decided that it would be rude not to share this ‘authentic piece of Scottish history’ with the public. Irn-Bru 1901 will be available in the shops from 2 December, supposedly as a limited edition. Just in case you haven’t got the message, it will be explicitly marketed as ‘old and unimproved’.
Do read it all.
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