Taut, the energy-drink brand owned by AG Barr, is dropping its positioning as a 'clean' sports drink to stress its natural credentials.
The brand has hitherto focused on its freedom from preservatives, artificial sweeteners, flavours, colours or stabilisers.
However, the brand, which was acquired by AG Barr in January, will undergo a change in its positioning because, according to its owner, consumers are unclear what 'clean' in the context of an energy drink means.
Taut will back the shift with its first national ad campaign, which breaks at the end of this month.
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