Aspall Cyder has teamed up with Waitrose for new fruit cider duo Pip & Wild. Wild Strawberry & Rose and Blackberry & Nettle (both 4% abv), hit 200 stores this month. They are billed as being lower- calorie than other options and are made with apple cider and natural juices, extracts and flavours.
They would “offer consumers the option to still enjoy a delightfully sharp and fruity cider, while also managing their calorie intake”, said Molson Coors marketing director Jim Shearer. “When we acquired Aspall at the beginning of 2018, we made a commitment to build an English premium cider business.
“Launching Pip & Wild is a signal of our commitment to working with the expert and highly experienced team at Aspall to continue to innovate the premium cider category. Aspall has a long history of taking the path less trodden and we absolutely intend to continue that tradition.”