Strongbow’s low calorie Ultra cider range has been expanded with an apple variant, which follows on from the success of Strongbow Ultra Dark Fruit, which Heineken debuted last year.
With 36% fewer calories than Strongbow Original - at 80 calories per 330ml can (4% ABV) - the new addition to the Strongbow Ultra portfolio is well suited to shoppers looking for a lighter cider alternative, with natural apple flavours.
Available in single slimline 330ml cans (RRP £2.25) and 4 x 330ml can multipacks (RRP £5.49), Strongbow Ultra Apple is gluten-free and vegan friendly. The brand will be backed by a multi-million pound marketing campaign kicking off from April. The return of the Drink The G.O.A.T campaign will include a new twist and feature across key channels nationwide alongside a big sampling drive across the summer months.
The launch of Strongbow Ultra Dark Fruit in 2022 attracted a younger shopper compared to the total cider category (Kantar) and some 60% of Strongbow Ultra Dark Fruit shoppers hadn’t bought cider in the previous period.
Heineken UK Cider Brand Director, Rachel Holms, said: “We are thrilled to continue driving innovation in the UK cider market. The creation of Strongbow Ultra Apple addresses a huge opportunity in the lower calorie cider category, with a proposition that doesn’t compromise on taste. With this launch, we will catch the eye of Gen Z and Y shoppers on the hunt for a new summertime drink to sip, who otherwise reach for RTDs and spirits.”
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