Parfetts has added a new cider to its own-label Lancer range.
Lancer White has rolled out in four price-marked formats, including 24x500ml cans (£1.35 PMP), 12x1L bottles (£2.49 PMP), 6x2L bottles (£4.99 PMP) and 4x2.5L bottles (£5.89 PMP).
The NPD joins the wholesaler’s existing Lancer lineup, which includes Lancer Original and Lancer Black.
It was produced in collaboration with Aston Manor Brewery and offered retailers a “competitive option in their strong cider fixture while maintaining strong margins”, according to Parfetts.
Mike Kerrigan, own brand manager at Parfetts, said: “White cider remains an essential part of the core range for many convenience retailers, so it was important that Lancer White delivers both strong value and dependable quality. The range has been developed to provide competitive shelf pricing while helping retailers maximise their profit return.
“Our own brand strategy continues to focus on giving retailers reliable products that perform well in store, deliver great margin and meet everyday shopper demand.”
Parfetts has announced “significant development” plans for its own-label portfolio in 2026, which currently spans more than 250 lines.
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