As part of the UK government’s plan to reduce sugar in in foods 20% by 2020, manufacturers of food and drink products are having to rethink time-honoured recipes. But fans of Irn-Bru aren’t happy and they’re taking to social media to express their discontent ahead of the looming change. We explore the insights behind the outrage and understand why the Scots won't take anything less than the original recipe.
Amid the government’s plan to reduce sugar in foods and drinks 20% by 2020, Irn-Bru is slashing sugar content by more than half, from 10.3g per 100ml to 4.7g, using sweeteners instead. Despite the reassurance that, for 90% of regular drinkers, the new recipe has an ‘excellent or good taste match’, fans aren’t happy with the move. Ryan Allen, a 29-year old devotee to the drink, launched the ‘Hands off our IRN BRU’ petition on Change.org, which has gained over 45,000 signatures. Outrage on social media has seen people tweeting that the recipe change has already ‘ruined’ 2018, while some are posting images of their stockpile orders of the original recipe.
“It is a national treasure in Scotland and really is part of our culture with its unique taste, branding and marketing,” explains Allen. “It’s also well known to alleviate the effects of a hangover and is many a person's craving, saviour or go-to drink after a night on the tiles. I think to deny people in that condition their crutch would be a crime.”
With Irn-Bru a drink so close to Scotland’s heart – it’s the only country in the world where Coca-Cola doesn't dominate the soft drink market – changing the 117-year-old recipe that people hold so dear isn’t an easy move to come to terms with. Similarly, when Lucozade reduced the sugar content in its soft drinks, fans weren’t happy, and it’s because people are averse to change – the uncertainty around what the new recipe will taste like is creating concern.
But with 62% of Scots supporting the sugar tax, and stevia finding a home on the cupboard shelves of many households around the world, the outrage is also an example of the nation’s famous sense of humour – which is a core component of the brand’s marketing – as well as people’s actual opinions of the sugary drink. Nevertheless, finding ways to protect a brand's popularity at the same time as easing people into the change is a smart approach. Coca-Cola succeeding in doing this by using less sugar in some of its staple products without drawing any attention to it.
Hannah Elderfield is a behavioural analyst at Canvas8, which specialises in behavioural insights and consumer research, who has worked with global clients including BelVita, the UK Government, the FCO, Depend and Superbrands. Outside of work, she can be found shopping, walking her dog or attempting to curb her addiction to Nutella, not all at once of course.
