Scottish & Newcastle (S&N) is continuing its aggressive push into the cider-over-ice market with its Bulmers Original brand, joining forces with Tesco to bring the proposition into the take-home sector. Running in 80 Tesco Extra stores, Bulmers Original branded freezers filled with branded bags of Polarcubes will be placed in beer, wine and spirits aisles. This creates the cider and ice association in the aisle and makes it simpler to shop, said the brewer. "It is a great example of how we can work with retailers to improve the shopping experience and generate incremental sales," said Neil Mercer, S&N national account manager. Tesco ale and cider buyer, Ian Targett, said Tesco was always looking for ways to enhance the in-store experience. "Bulmers Original branded freezers next to cider provides this," he said. Last week rival cider brand Savannah Cider also launched an over-ice initiative in Tesco. The Savannah Cider Chill Pack - a plastic-lined box containing 12 bottles of cider with room for ice - is on offer at the retailer for £11.99 with a free bag of ice.