Brothers Cider, the Somerset-born brand known for exciting flavour combinations, has announced its biggest-ever relaunch.
Encompassing new liquids, new packaging and new flavours, coupled with a new creative identity and a significant programme of marketing support, the brand will look, taste and communicate differently.
After extensive consumer research giving comprehensive insight into key drivers for today’s flavoured cider drinkers, family-owned Brothers Drinks Co. will relaunch its flagship cider brand in February, with new packs appearing on-shelf initially in Booker, One Stop, Tesco, and Morrisons before rolling into Asda from mid-April.
With demand growing following the brand’s debut appearance at the now legendary B-Bar at Glastonbury Festival in 1995, Brothers introduced the UK’s first-ever flavoured cider. Since those category-pioneering days, Brothers Cider has built its success on developing unique and eye-catching flavour combinations, and frequently refreshing its range with innovative additions.
As the fruit-flavoured cider category has since evolved significantly and reflecting changing consumer preferences, Brothers Cider will now focus on four key, permanent flavours in its ambition to reignite the fruit cider category:
App-Solutely Pear-fect – a refreshing apple and pear cider that’s a sip of pure orchard goodness
Un-Berrylievable – crisp apples dance with juicy blackberries and raspberries in a flavoursome fusion that will tickle tastebuds
Best of the Zest– this orange and lemon combination will awaken senses and deliver a surprise in every sip
Berry Sub-Lime– this playful union of tangylime and refreshing raspberry will set taste buds giggling
Brothers Drinks Co said the new range of recognisable flavours presented in enticing new combinations successfully embodies both the brand’s heritage in interesting flavour development and the consumer’s need for familiar, appealing products which really deliver refreshment.
Drawing on key insights gleaned from bespoke category research, Brothers Cider’s all-new flavours will benefit from a transformative pack redesign which will better communicate the brand’s free-spirited personality.
The bold and disruptive new look breaks category norms, using playful illustrations and vibrant real fruit depictions on clean, white cans. Prominent text re-enforces the brand’s Somerset home and makes clear that the products use all-natural flavours. Mirroring both consumer preferences and environmental benefits, all new take home variants will be available in cans only.
All flavours will be sold as single 500ml regular format cans, single 330ml sleek-style cans and 6 x 330ml sleek-can multipacks.
To match the brand’s new positioning targeting consumers seeking refreshing, sessionable fruit-flavoured ciders, three of the four relaunched Brothers Cider products will be available at the new level of 3.4% ABV. In a nod to the brand’s original Glastonbury Festival cider, the App-Solutely Pear-fect variant will be offered at 7.0% ABV, aligning it to comparable apple and pear flavour competitors and representing great value for money to shoppers.
Made in Shepton Mallet from apples grown in orchards only a few miles from the Showerings Cider Mill, one of the largest cider plants in the UK, aside from being both sessionable and refreshing, the new liquids have a much-reduced sugar content, with the natural fruit flavours providing all the appropriate sweetness; the recipes contain no added colours or artificial flavours, and are vegan-friendly and gluten-free.
To support the relaunch, a major campaign of consumer activity will commence in May and run throughout the summer. The marketing package will comprise TV sponsorship, video on demand, festival activation, consumer PR, significant in-store activity and a major social media campaign.
“With new liquids, new packaging, new flavours and a new positioning, we’re being bold and disruptive to create a relevant and credible offering for today’s cider drinkers. We’re really playing up our British provenance; we’re really going to be showcasing our honest company and brand values; and we’re focusing in on light, refreshing, natural products and shoppers in independents are really going to sit up and noticewhat Brothers Cider stands for,” Nicola Randall, head of marketing, Brothers Drinks Co., said.
“As a company, we’re family-owned and agile and, as a brand, Brothers Cider is independent and natural; it’s the free-spirited fruit cider and it does things differently. We’ve put the consumer at the very heart of the relaunch and we’re confident that our approach as a seriously unserious cider is going to truly resonate and have huge appeal and prove a big success for both depots and retailers.”
Boost Drinks has announced the exciting introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1.
Leveraging its standing as the third largest brand in Energy Stimulation, Boost expands on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m - enjoying 13% YoY growth, offering even bigger profits for retailers.
The three varieties available in new 500ml cans have been carefully selected, with sales data places them as the best selling in Boost’s 250ml Energy range.
Boost Original Energy is rated 1st for taste among Original competitor products, and Original flavours remain strong in the category with a 28% year on year growth. With flavours representing 32% of Energy Stimulation sales, marking a substantial +28% growth YoY, Red Berry is a guaranteed hit with consumers in the new larger can. Plus, the sugar-free energy drinks category has seen a remarkable +23% YoY increase, and the new 500ml Sugar Free Original can caters for the growing trend in health-conscious consumers, with 1 in 3 now opting for more sugar-free beverages.
Adrian Hipkiss, Commercial Director at Boost Drinks says: “It is a very exciting moment for us to be expanding on our hugely successful 250ml energy range with a new 500ml offering. We’ve identified the trend in consumer demand for larger, on-the-go formats with 500ml showing huge growth in the sector, so to be able to launch our iconic Original flavour, also in Sugar Free, alongside the flavour-favourite Red Berry is not just huge for consumers looking for a bigger can on the go, but also for retailers who can now enjoy XL profits. We’re forever committed to innovation and excellence within the soft drinks category and are excited to see the new cans roll out across wholesale and convenience.”
These new products underscore Boost's continual dedication to offer retailers the opportunity to communicate great value on fixture vs. the major multiples, in line with its Honest Broker approach that underpins Boost’s commitment to being a transparent and collaborative partner to wholesalers and retailers.
Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.
One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.
Amidst this busy schedule, Sivan will now step into his tongue-in-cheek CVO role as global ‘curator of immaculate vibes’ for Smirnoff – showcasing the Go OFF spirit to fans all around the world. The campaign is a call to arms to ditch to-do lists and dive into some fun - getting together, going out and going OFF. As the next stage of the brand’s wider WE DO WE campaign, it aims to create a more connected, open and exhilarating world.
“We are so excited to partner with Troye - as someone who radiates joy and shares our ‘WE DO WE’ spirit he is the ultimate vibe shifter for his fans all around the world,” Stephanie Jacoby, SVP Global Vodkas at Diageo, said.
“We knew from the moment we first spoke to Troye and his team that this was going to be something truly special – we share a passion for fun, for bringing people together and for not taking ourselves too seriously.
“I am delighted to welcome our new Chief Vibes OFFicer to the team, Troye is the perfect fit, and we can’t wait to collaborate over the coming months together – exciting things to come!”
The partnership launched this week across socials, after a series of teaser drops, with a video showing Sivan taking part in a tongue-in-cheek press conference, announcing his new CVO position to interviewers and sharing his mission, for people to Go OFF.
In true Smirnoff style, a collective of global creatives was brought together to craft the latest Go OFF work and bring a pop-world spin to the vibrant Smirnoff brand world.
Sivan said: “For me, Smirnoff has always been omnipresent – whether it’s at house parties, backstage at shows, or nights out with friends. I see the brand all around the world, and whenever I do, it feels like something I want to be part of. "Go OFF” is all about getting people together and being ourselves, something I’ve really embraced in this part of my life and something I’m excited to continue to do with this partnership.”
The launch will be followed by Smirnoff’s sponsorship of Sivan’s Australia and New Zealand tour where he will share the Go OFF vibes with fans at exclusive after parties in both Sydney and Melbourne.
The global partnership will show up across social, OOH, digital, in-store and through event activations in over 20 countries including the UK, Brazil, Australia and India over the coming months and forms part of Diageo's wider focus on embedding their brands at the heart of key cultural moments for consumers - from music and fashion to sports, food and more.
Seabrook Crisps has unveiled a new price marked pack for the popular Fire Eaters.
Part of Seabrook’s Loaded sharing range, Fire Eaters Smokehouse Cayenne and Trinidad Scorpion Chilli flavours are now available in a 65g bag with a price mark of £1.25.
“Shoppers rely on Seabrook to deliver flavour and great value by the bagful and our retailers look to us to drive snack sales – which is exactly what we have done with our Fire Eater price marked packs,” Claire Hooper, marketing director for Calbee UK, owner of Seabrook, commented.
“Spicy notes are a key trend, especially from brands that consumers know and love, which is why our Smokehouse Cayenne and Trinidad Scorpion Chilli flavours are already a huge hit. Combine the popularity of these flavours with a price mark and we know that taste buds and tills will sing!”
Luxury chocolate brand Cox & Co. is targeting dark chocolate lovers with its brand new Blood Orange Crunch bar, crafted from 60 per cent single-origin Colombian cacao.
With almost two-thirds of chocolate buyers enjoying two or more flavours in a chocolate bar, it’s easy to see why Cox & Co.’s flavour combinations of velvety rich dark chocolate and delicious superfoods are so popular and its latest addition to the range is sure to be no different.
Blood orange is characterised by its deep red flesh and sweet citrusy taste and in its new Blood Orange Crunch Bar, Cox & Co. has paired Blood Orange oil with raw cacao nibs for a zesty flavour, and balanced it with subtle vanilla notes and a moreish crunch.
“We are thrilled to be launching a brand new flavour of our popular 75g dark chocolate bars. Orange-flavoured chocolate is one of the most sought-after amongst chocolate buyers, so we wanted to deliver on this, but with a Cox & Co. twist!” said founder, Gavin Cox. ”The combination of zesty, citrusy flavours with the slightly bitter coffee notes, make the new Blood Orange Crunch bar the perfect treat for dark chocolate fans.”
Blood Orange Crunch is joining Cox & Co.’s range with six other delicious vegan flavours to choose from, including Miso & Caramel, Mint Crunch, Bee Pollen & Honey, Raw Cacao Nibs, 71 per cent Dark Chocolate and Single Origin Pure Cacao (100 per cent).
“Our original range of dark chocolate bars continue to be our best-selling product, with customers continuing to enjoy the unique flavour combinations, blended with our single-origin Colombian cacao. We expect our new Blood Orange Crunch to be very well received and look forward to hearing what customers think,” added Gavin.
Cox & Co.’s cacao is sourced from Colombia’s Luker Chocolate estate as part of "The Chocolate Dream" initiative, which invests in farmers, communities and sustainable farming methods to produce chocolate that’s as ethical as possible.
Cox & Co.’s NEW Blood Orange Crunch Bar is available to retailers nationwide (priced from £13.50, 3 x 70g bars).
Tapping into “new-stalgia” (an anticipated hot food trend in 2025), Gnaw has been working tirelessly to rethink Great British puddings by creating a number of “Hug in a Mug” classics (Crème Brulée, Bakewell Tart, Sticky Toffee Pud) in conjunction with an impressive “pudfolio” of dessert-flavoured bars: New York Cheesecake, Christmas Pudding, Banoffee Pie and Sticky Toffee Pudding.
Desserts may prove divisive. For many the last course will always be a fitting finale to a great meal spent with friends of family, enticing comfort food that offers a nostalgic peek into happy custard drenched, ice cream topped memories from yesteryear. For others, desserts are an unwitting dalliance with guilt-filled soft sponges, buttery pastry, seductively sweet fillings, crumbly toppings, sticky sauces …
Gnaw’s new-for-Christmas “Hugs in Mugs” hot chocolate and bars represent the perfect halfway house; a fresh twist on timeless classics using hot chocolate and meticulously crafted bars as the perfect portion-controlled mediums for reacquainting our taste buds with sweet-themed flavour marriages from times gone by. After all the very definition of “new-stalgia” is revisiting comforting classics in a cooler, more modern way.
“In today’s fast-paced world, we’ve drawn upon our deep love of quality chocolate and indulgent sweet treats to create our range of gooey-centred choc spoons,” said Gnaw Head of Brand, Muhammad Karim. “Perfect for savouring during precious ‘me-time’ moments Or sharing with someone you love, they’re designed to bring a little dash of luxury to your day.”
120g Gooey Pudding Hot Chocolate Spoons PLUS marshmallows (x3) £11.95
80g Pud bars (Banoffee, New York Cheesecake, Christmas Pud) RSP £3.50