Kopparberg has launched what it claims is the world’s first clear fruit cider.
The NPD was “developed for people who enjoy fruity drinks but increasingly look for less-sweet alternatives”, said Kopparberg.
Sleek cans in Peach and Wild Berries have rolled out exclusively in Tesco stores (rsp: £5.80/330ml). They contain 50% less sugar than Kopparberg’s core fruit ciders and will be marketed with the slogan ‘Less sweet. Famously fruity’.
Kopparberg Clear was developed on the back of research by the brand which showed 77% of consumers were interested in a less-sweet cider from the brand.
Meanwhile, six in 10 shoppers said a less-sweet, easier-drinking option could encourage them to drink fruit cider more often.
“Our core fruit ciders are still the heart of Kopparberg,” insisted Rob Salvesen, Kopparberg UK marketing director. “Clear is about adding another way into the brand – one that has the fruit flavour people expect from us, but a visibly different liquid and a less-sweet finish.”
“We think that combination can bring new shoppers and new occasions into fruit cider.”
The launch of Kopparberg Clear will be supported with digital display, paid social, creator activity, out-of-home media and point-of-sale activity.
The campaign would focus on “explaining what Kopparberg Clear is and putting the liquid in shoppers’ hands”, the brand added.
Kopparberg has enjoyed a strong summer of sales on the back of hot weather. Value sales climbed 12.1% over the 12 weeks to 8 August, on volumes up 9.5% [Circana].
The brand attributed its showing to a £6m marketing push, alongside “warm weather, major sporting occasions and people spending more time together”.
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