As Bruce Springsteen belted out his hits at Glastonbury last year, a new flavour was born in the Brothers Cider tent.

Revellers who mixed the company's strawberry, lemon and toffee apple ciders into its regular pear cider inspired it to create the Tutti Frutti variant, which launches this week (rsp: £1.89) and also contains blackberry flavouring.

A £2.75m media spend is earmarked for the portfolio this year.