Cobra Beer is hoping to kickstart a new drinks category this summer with the launch of Cobra Bite.
It is adding a range of four fruit-flavoured lagers to its portfolio with a view to plugging the gap between RTDs and lager.
"We are targeting 25 to 35- year-old males and females, though the product does have a slight female bias," said Zoe Smith, Cobra Beer, marketing manager.
The range consists of four flavours: Sweet Lime, Blood Orange, Apple and Lemongrass, which were chosen because Cobra "wanted to create a point of difference".
The company claimed they were the only lagers in the UK market where the 100% natural fruit extracts were added after the brewing process.
"This gives them a more accessible taste than Belgian-style fruit beers that are brewed with fruit," said Smith. "They sit between specialist lagers such as Kriek and Fruli and the spate of citrus-flavoured lagers such as Foster's Twist. At 4.3% abv, they also tap into the growing popularity of mid-strength beers."
The lagers come in 250ml bottles and will be sold in same flavour packs of four - rsp £3.74 per pack. Cobra hopes the smaller size will increase trial.
They will initially be listed in Tesco and will be part of a 20%-off promotion that runs across the portfolio this month and June. A second two-for-£5 promotion will also run in July.
Other activities for Cobra Bite include sponsorship of the new season's collection launch party for high-street retailer Warehouse and consumer magazine More's 500th issue party.
It will also feature alongside other Cobra beers in the brand's sponsorship of ITV movies.
"We think Cobra Bite will be appealing in the summer months at home, in the garden, at barbecues, picnics and in the park
"It will also appeal to experimental drinkers who want a refreshing and different lager," said Smith.