Taut relaunch for Irn-Bru producer

19 September, 2008

AG Barr has relaunched the Taut sports drinks brand that it bought in January.

The Irn-Bru firm has introduced a new sports bottle

with an improved

design and

branding.

The range includes three salt-free isotonic versions: goji & pomegranate, orange & mandarin, and cranberry & blackberry flavours.

The drinks contain no preservatives, artificial sweeteners, flavours, colours or stabilisers, which Barr h opes will be a big selling point.

A fourth product, Taut Endurance, comes in salted lemon flavour and contains higher levels of salts than other sports drinks for consumers with "high intensity" sporting interests, Barr said.

Head of marketing Adrian Troy said: "The sports and energy drinks market represents a huge opportunity for growth for those brands that deliver a clearly understood point-of-difference to consumers.

"We estimate that 20 million people are active in sports , but only half

regularly drink

sports drinks ."

All four products have an rrp of £1.09.




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COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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