Merrydown is teaming up with Morrisons to promote cider and food matching.
From next month, 80,000 packs of Harbour salmon Co Infusions salmon fillets sold across the Morrisons estate will carry a coupon offering 50p off Merrydown and stating the cider will complement the fish.
“We use eating apples in our cider, which gives it a different taste profile to other ciders and helps it complement food,” said Merrydown marketing head Amanda Grabham.
The business is looking to extend its cider and food-matching activity, and is discussing with retailers how to promote it online through supermarket websites. It also plans sampling at food festivals next year.