Heineken UK is building on the success of its new Strongbow ULTRA cider brand with the launch of Strongbow ULTRA Apple, having already shaken up the cider category with the introduction of Strongbow ULTRA Dark Fruit last year.
A crisp twist on a much loved-favourite, and with 36 per cent fewer calories than Strongbow Original - at 80 calories per 330ml can (four per cent ABV) - the new addition to the Strongbow ULTRA portfolio is perfect for shoppers looking for a lighter cider alternative, with natural apple flavours and no compromise on great taste.
The launch of Strongbow ULTRA Dark Fruit in 2022 from the UK’s favourite cider brand, attracted a younger shopper compared to the total cider category and some 60 per cent of Strongbow ULTRA Dark Fruit shoppers hadn’t bought cider in the previous period. The introduction of Strongbow ULTRA Apple will provide shoppers with a lower calorie apple cider option and further drive incremental value to support the future of the cider category.
“We are thrilled to continue driving innovation in the UK cider market,” said Heineken UK Cider Brand Director, Rachel Holms. “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.”
New Strongbow ULTRA Apple cider 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.
- Strongbow ULTRA Apple is sold in single 330ml cans and in packs of 4 x 330ml cans
- Single cans are chiller-first and should be positioned primarily alongside products such as slimline G&T cans or with single premium cider options
- 4 packs should be stocked in the cider aisle between mainstream flavoured and premium flavoured
- Outlets can stock Strongbow ULTRA Apple at ambient temperatures with other ciders, or in the fridge
