Bulmers is launching the UK’s first blood orange cider variant in order to capitalise on the trend for flavoured cider.

Bulmers Cider Zesty Blood Orange, which comes in a 586ml bottle at 4% abv, will be available across off trade from mid-March.

Martin Porter, managing director off trade at brand owner Heineken, said: “Flavoured ciders are the perfect response to the consumer trend that we are seeing in the market.

“Bulmers Cider Zesty Blood Orange has already performed brilliantly in consumer taste tests and is in the top 10% of product concepts among the target audience.”

The launch will be supported by a multi-million pound outdoor poster campaign and the new cider will be added to the existing Live Colourful TV campaign.