Bulmers is introducing new variants and revamped packs of its single shot brand Sidekick. The cider maker has put greater emphasis on the brand's logo and alcoholic strength and has made the individual 30ml pots more colourful. Two new flavours will join the range this month ­ a tropical fruit version called Exotic, and Chilli, a spicy style. In the off-trade they are sold in four packs which retail at £2.79. The brand was one of the most successful launches last year and Bulmers reported it now has annual sales of £25m. It is supported by an £8m marketing budget of which £4m will go on a TV and poster campaign later this year. The remainder will be invested in display and promotions to drive impulse purchases. {{DRINKS }}

Topics