Home industry food-and-beverage irn-Bru maker AG Barr hikes prices amidst soaring inflation

Irn-Bru maker AG Barr hikes prices amidst soaring inflation

Food And Beverage

CIO Bulletin
2022-02-01

AG Barr, the makers of the iconic orange Scottish soft drink Irn-Bru, announced on Tuesday that it had increased its prices due to rising inflation in Britain.

Consumer prices are rising at the quickest rate in almost 30 years, stoked by increases in the price of raw materials and global supply chain problems, compelling companies to pass higher costs on to customers increasingly.

Many regard Irn-Bru as a national symbol of Scotland and is widely known for its provocative and surreal advertisement campaigns. The soft drink is described by many as Scotland’s other national drink, whisky being the first. Irn-Bru gained another fan last year when U.S. Representative Alexandria Ocasio-Cortez tried it at the COP26 climate summit organized in Scotland in 2021.

AG Barr, which also makes the Sun Exotic and Rubicon brands of fruit drinks, said it would look for opportunities to offset the impact of inflation on its business.

Underlining the growing cost-of-living squeeze facing many British households, market researcher Kantar said, British grocery inflation rose to 3.8% in the four weeks leading up to January 23, with the prices of crisps, beef, and savory snacks rising the most.