Bulmers is aiming to capitalise on the trend for flavoured cider with the launch of the UK’s first blood orange variant. Zesty blood orange comes in a 586ml bottle at 4% ABV.

Martin Porter, managing director, off trade at Heineken, said: "Zesty blood orange has already performed brilliantly in consumer taste tests. 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." The launch is supported by a multi-million pound outdoor poster campaign.

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