Molson Coors has added an Orchard Fruits flavour to its range of Carling British cider. Available now in a 500ml bottle (rsp: £2.09), it follows Original, launched in 2013, and Cherry, which came last year.
The launch will be supported alongside the existing portfolio with a £5.4m campaign across TV, outdoor and digital.
“Cider is an exciting category and continues to attract more and more consumers with the fruit cider category registering 30% year-on-year growth,” said Carling brand manager Jim Shearer.
“We believe that the recipe for success for the Carling British Cider portfolio is recognisably British flavours that are simply described and distinct in their flavour profile. This is the key reason that the Cherry flavour has delivered beyond our expectations. We expect Orchard Fruits will continue to build on the momentum we are gaining with the Carling British Cider portfolio.”
The two existing varieties of Carling British Cider last year notched up sales of £14.69m – a 93.5% rise [Nielsen 52 w/e 11 October 2014].