Heineken UK’s Strongbow brand has launched a new Strawberry variant. Available exclusively across the Tesco group, including Tesco, Booker and One Stop, Strongbow Strawberry (ABV 4%) is rolling out in 4x440ml can (RRP £5.50) and 500ml bottle (RRP £2.35) formats.
Commanding over a 20% share in the total cider category, Strongbow is the leading cider brand in the total market in terms of volume and value sales. Strongbow Strawberry joins its existing range of flavours, including Dark Fruit, Tropical and newly launched Zest, with the aim of recruiting new consumers into the category.
The company noted that premium berry-flavoured ciders are growing in popularity, with Strongbow Strawberry set to offer consumers a mainstream option within this space that has a more accessible price point.
The new flavour contains no artificial flavours, sweeteners or colours and is gluten-free and vegan-friendly.
Rachel Holms, Cider Brand Director at Heineken UK, said: “Strongbow Strawberry is set to elevate our refreshing and great-tasting cider range ahead of the peak summer season. As the most popular profile in flavoured cider, Strongbow Strawberry has seen incredible consumer testing results. Our aim is to attract new consumers into the cider category, especially those craving fresh innovation and new flavour experiences.
“Last year, we launched Strongbow Tropical into the market, which was crowned Product of the Year and the number one cider innovation in 2023, followed by Strongbow Zest earlier this year, so we know there is an appetite for new flavours in the category. We recommend retailers stock up now to take advantage of summer sales.”
The launch of Strongbow Strawberry will be supported by a £10m marketing campaign.
