UK soft drinks manufacturer AG Barr, responsible for Irn-Bru, Rubicon, Tizer and Strathmore, has announced a sugar reduction across its portfolio.

The business has confirmed that by accelerating its long standing sugar reduction programme, more than 90% of its company owned soft drinks portfolio by volume will contain less than 5g of total sugar per 100ml by the autumn of this year.

This reformulation programme now includes the Irn-Bru brand, which will see its sugar content reduced in line with changing consumer tastes and preferences.

Roger White, chief executive, says, "Evidence shows that consumers want to reduce their sugar intake while still enjoying great tasting drinks. Weve responded by significantly reducing sugar across our portfolio in recent years, through reformulation and innovation.

"This announcement builds on this progress and we are now expanding our successful sugar reduction plans to include our iconic Irn-Bru brand. Weve worked hard to deliver Irn-Brus unique great taste, using more of the secret Irn-Bru flavour essence, but with less sugar.

"We have been making some of the nations favourite soft drinks for over 100 years. We will continue to respond to our consumers and adapt to their changing preferences, offering great tasting products that are right for this generation of consumers and the next."