Scottish & Newcastle is continuing to invest in the buoyant cider-over-ice category by launching a low-calorie Bulmers cider and a new flavour under its Jacques Fruit Cider brand.
Bulmers Light has 159 calories per 568ml bottle but is said to taste the same as Bulmers Original, which has 233 calories.
Bulmers Light will come in the same pint bottle as Original but with lighter-coloured packaging and a silver rather than gold neck foil.
The launch is part of a £20m investment in the Bulmers brand this year, said the company.
Jacques Orchard Fruits will hit shelves at the end of the month in the standard 750ml bottle, aimed at mixed or female groups who want to share.
"The launch of these two new products shows our continued commitment to the over-ice category," said Carol Saunders, S&N's head of customer marketing, off-trade. "Research shows that Bulmers Light will appeal to consumers who are becoming more health-conscious."
No advertising to promote the products was currently planned but they would be supported with a PR and sampling campaign as well as in-store PoS, she said.
Last year S&N invested £45m in its cider portfolio, launching Bulmers Pear Cider in October and the Biggest Round sampling campaign last summer.
Rival Magners launched a low-calorie version of its cider in September to attract more women into the brand and boost flagging cider sales.