The red apple logo which has represented cidermaker H P Bulmer for the last 30 years has been ditched. Part of this new image is a revision of the company’s name. Legally it remains H P Bulmer Limited but the new logo is Bulmers followed by a series of bubbles representing its long drinks.

The first bubble is green, representing its thousands of acres of apple orchards. The others are orange. Chief executive Mike Hughes said: “The change of identity reflects our vision for the future of the company as it builds a world market for its drinks.” The signs at the Hereford headquarters have already been changed and a start has been made on its lorry fleet.