Strongbow Ultra Apple Cider

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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