Westons Wyld Wood, the UK’s No. 1 organic cider brand, is giving its packaging a fresh new look with a brighter and simpler design, to tap into the growing opportunity around organic and broaden its appeal to reach a younger audience, while emphasising its organic credentials and premium positioning.

The updated packaging takes effect from the end of May across its 500ml bottle and 3-litre bag-in-box formats. Consumer and category research during autumn 2016 showed that the total organic market continues to grow at 4.5% year-on-year and that the organic beer, wine and spirit market has grown by 5.3% in the past year, highlighting the consumer interest in this segment.

Tim Williams, brand manager for Westons Wyld Wood, said: “A growing segment (41%) of organic consumers are aged between 25 and 44 and it was therefore key that we repositioned the Wyld Wood brand in a way that attracts and engages this younger audience. More than half of ‘millennials’ (53%) try to include organic within their diet, versus a third of over 65s, which again highlighted the need to engage younger consumers with the brand.

“We have deliberately used simpler messaging to highlight the brand’s organic and premium credentials. Our new packaging will add value to Westons Wyld Wood, the UK’s No. 1 organic cider brand, while also broadening its appeal.”