Heineken UK is adding to its new Strongbow ULTRA cider brand with the launch of an Apple variant.
With 36% fewer calories than Strongbow Original – at 80 calories per 330ml can (4% ABV) – the new addition to the Strongbow ULTRA portfolio aims to meet demand from shoppers looking for a lighter cider alternative.
Available in single slimline 330ml cans and 4 x 330ml can multipacks, Strongbow ULTRA Apple is rolling out in grocery and convenience stores.
The launch will be backed by a multi-million-pound marketing campaign kicking off in April. The return of the ‘DRINK THE G.O.A.T’ campaign will include a new twist and feature across key channels nationwide alongside a big sampling drive across the summer months.
Heineken launched the Strongbow ULTRA range at the beginning of last year with a Dark Fruit variant aimed at attracting younger shoppers to the cider category.
Heineken UK Cider Brand Director, Rachel Holms, commented: “We are thrilled to continue driving innovation in the UK cider market. The creation of Strongbow ULTRA Apple addresses a huge opportunity in the lower calorie cider category, with a proposition that doesn’t compromise on taste. With this launch, we will catch the eye of Gen Z and Y shoppers on the hunt for a new summertime drink to sip, who otherwise reach for RTDs and spirits.”
