The Gaymer Cider Company is investing £1.2m in its Olde English cider brand over the next 12 months.

There was an opportunity for Olde English to boost sales in central England, where people drank the most cider, said MD John Mills.

The company has overhauled the packaging to attract new consumers and give the brand a contemporary feel. "Olde English has strong brand equity so keeping the logo was important," said Mills.

"However, the new sunburst design has been chosen to appeal to new consumers who want to capture the sunny and refreshing taste of cider."

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