Old Mout has added a new flavour to its range for the first time in three years.
Mango & Passionfruit has rolled out in 10x330ml can multipacks (rsp: £11.75) and 500ml bottles (rsp: £2.55).
The 4% abv tipple combined the “juicy and tangy” flavours of mango and passionfruit to create a “vibrant and crisp beverage”, said Old Mout.
It is vegan and gluten-free, with natural flavours and no added colours.
Premium flavoured cider continued to perform well in the off-trade, said Old Mout brand owner Heineken UK, citing NIQ data showing the segment accounted for 25% of all cider sales.
The new variant would help retailers tap into this opportunity ahead of the summer months, it added.
Mango & Passionfruit will be supported as part of Old Mout’s ongoing ‘Moutopia’ campaign, running across video on demand, social media and OOH. It will also appear in Old Mout’s latest summer influencer campaign.
“This launch marks a huge step forward for Old Mout,” said Rachel Holms, cider brand director at Heineken UK. “Its range of flavours have become much-loved by cider drinkers across the UK, and we’ve done a lot of work to cement them as must-stocks in the premium flavoured cider market.
“Following the success of the Old Mout media campaign Moutopia last year, it’s the perfect time to maintain momentum with some fresh innovation, in an on-trend flavour.”
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