Heineken UK has announced the launch of a new Strongbow variant: ULTRA Dark Fruit, a 4% ABV fruity cider at 95 kcals per slimline can.
“Consumers, especially generation Y and Z, want to see alcoholic drinks that fit with their desire to lead more balanced lifestyles. However, the category falls behind other FMCG segments such as desserts and snacking with limited lower calorie options, leaving a big gap in the market,” Heineken UK Cider Brand Director Rachel Holms said.
“ULTRA is a refreshing, thirst-quenching cider sold in 330ml sleek cans at 30 per cent fewer calories ml for ml compared with Strongbow Dark Fruit and taps into the lucrative on-the-go and impulse occasions, providing a big sales opportunity for stockists UK-wide.”
A light cider with natural berry flavourings, the familiar Dark Fruit colour and a mouth-watering flavour, Strongbow ULTRA Dark Fruit is targeted at 18–40-year-old men and women and ranks in the top 10 per cent of all alcohol concepts tested among its target audience.
Heineken said ULTRA will tap into strong market desire for lighter, lower calorie drinks, providing a huge opportunity for retailers to grow cider penetration from its current 45.4 per cent level and flavoured cider from 30.9 per cent. Strongbow Dark Fruit’s launch in 2013 shook up the cider category by feeding consumer demand for innovation and is now the number two cider on the market, paving the way for ULTRA’s success.
Holms continued: “With 59 per cent of consumers looking for lighter choices when shopping and 60 per cent of Brits saying taste is the most important factor when buying a drink, there is a clear gap in the market for a lower calorie, flavourful cider, which ULTRA fills.”
Extensive product testing confirmed 70 per cent of people who tried ULTRA would ‘probably or definitely buy’, the brand claimed. ULTRA also appeals to a broader range of drinking occasions from low-to high-tempo, ranking highest for a quiet night in, followed by something to drink before going out.
Rolling out to grocery and convenience stores across the UK from 1 March as single 330ml cans and packs of 4 and 10, Strongbow ULTRA Dark Fruit will be backed by a powerful £12 million marketing campaign covering digital, television ads and impactful point-of-sale to drive sales in stores, as well as a 500,000 mini sampling can campaign.
