Heineken UK is expanding its range of ciders with the introduction of Old Mout Mango & Passionfruit. Available across the grocery, wholesale and convenience channels, the new flavour is rolling out in 10x330ml cans (RRP: £11.75) and single 500ml bottle (RRP: £2.55) formats with an ABV of 4.0%.
The latest innovation from Old Mout – its first in three years – is described as a “refreshing and tropical cider, combining the juicy and tangy flavours of mango and passionfruit together to craft a vibrant and crisp beverage”. It is vegan-friendly and gluten-free, with natural flavours and no added colours.
Heineken noted that premium flavoured cider continues to perform well in the Off-Trade, accounting for 25% of Cider category sales. The launch of Old Mout Mango & Passionfruit aims to help retailers tap into this opportunity and attract new shoppers to the category.
Old Mout is driving value growth into the premium flavoured cider category, with sales reaching £11.5m, having grown 8.9% versus last year.
Rachel Holms, Cider Brand Director at Heineken UK, commented: “This launch marks a huge step forward for Old Mout. Its range of flavours has become much-loved by cider drinkers across the UK, and we’ve done a lot of work to cement them as must-stocks in the Premium Flavoured Cider market. Following the success of the Old Mout media campaign “Moutopia” last year, it’s the perfect time to maintain momentum with some fresh innovation, in an on-trend flavour.
“Tapping into the growing trends we are seeing in the cocktail category, with Passionfruit Martini-flavoured drinks being on the rise, Old Mout Mango & Passionfruit is set to help retailers grow the appeal of their cider range this summer, by attracting those shoppers who we know are looking to experiment with taste profiles during key occasions.”
To support the launch of Old Mout Mango & Passionfruit, the cider brand will feature the new flavour in its two-year-long Moutopia campaign across VOD, CTV, social media, programmatic and OOH. Old Mout Mango & Passionfruit will also feature in its latest summer influencer campaign.
