Bulmers is aiming to capitalise on the trend for flavoured cider, which is growing by 31%, by launching the UK’s first blood orange variant.

Bulmers Cider Zesty Blood Orange will be available from mid-March and is the latest flavour in the Bulmers #LiveColourful range. It comes in a 586ml bottle at 4% ABV.

Martin Porter, managing director-off trade at Heineken, said “Flavoured ciders are the perfect response to the consumer trend that we are seeing in the market. At Heineken we take our leading cider position seriously, and by continuing to refresh the Bulmers range, we are meeting those new consumer demands that in turn grow sales for our customers.

“Bulmers Cider Zesty Blood Orange has already performed brilliantly in consumer taste tests and is in the top 10% of product concepts amongst the target audience . A great deal of thought and care has gone into developing this new flavour, to make sure it exceeds the high expectations that consumers now have for a Bulmers Cider. We are very confident it will deliver for our trade customers this year and beyond.”

The launch will be supported by a multi-million pound outdoor poster campaign and the new cider will be added to the existing ‘Live Colourful’ TV campaign.

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