Public responses to sugar reduction efforts: stockpiling

Irn Bru manufacturers revealed recently that they are planning to change the recipe of their popular soft drink in order to reduce sugar content, and disgruntled fans of Irn Bru have responded by stockpiling bottles of the existing high sugar beverage.

Reformulation of Irn Bru is part of the AG Barr sugar reduction programme, and the changes will result in the sugar content of Irn Bru being cut by almost 50% from about 10g per 100ml to just below 5g. Reformulation will also reduce the calorie count per can from just under 140 to about 66. Such changes will come in before the April 2018 sugar levy (sugar tax) comes in to effect.

Although reducing the sugar content of Irn Bru is intended to help improve public health, fans are not impressed and claimed that the drink will 'never taste the same again'. When the manufactures revealed that the new reformulation would appear in stores this month, fans launched the 'Hands off our Irn Bru' petition which has over 30,000 supporting signatures.

Irn Bru fans also vented their anger and dismay on social media. Many argued that they would rather pay more for Irn Bru, following the sugar levy, than have to consume the lower sugar drink. Although there is no substantive evidence to support the stories, a number of Irn Bru fans revealed on social media that they have stockpiled high sugar cans after they heard about Irn Bru reformulation. In support, Ebay reported that fans had started buying and selling cans of Irn Bru on their site.

One stockpiling story came from the head of the 'Hands off our Irn Bru' campaign, who stated that 'he got 24 glass bottles in my loft that will do me for emergencies.' He, like many others, was annoyed by the change of recipe because he likes the drink as it is and is concerned by what may replace the sugar: 'I know sugar has its concerns but so do sweeteners and people are not as aware of that as they should be.'

Celebrities have also joined in the campaign. For example, Lorraine Kelly, the well known Scottish TV presenter urged Irn Bru manufacturers to reconsider and call off the ‘crazy’ recipe changes in order to preserve Scotland’s favourite fizzy drink.

In response to the concerns from Irn Bru fans a spokesperson from A.G. Barr said: "From January 2018 Irn Bru will continue to be made using the same secret Irn Bru flavour essence, but with less sugar.' The spokesperson said that following research they found that '9 out of 10 regular Irn Bru drinkers told us we had a good or excellent taste match.'

I am interested to hear what other members of the public think about the sugar levy and what they expect their responses to industry action- such as reformulations and changes in bottle sizes will be.

How will you react to changes in sugar content of your favorite drinks?