Heineken is adding a new Pineapple & Raspberry variant to its Old Mout portfolio, in a bid to capitalise on the growth of the premium flavoured cider category.
According to Heineken, exotic flavours are increasing in popularity, experiencing 20% annual value growth. This is largely driven by a younger generation of consumers who are looking for sessionable fruit ciders in original, unique flavours.
Old Mout Pineapple & Raspberry is an “exotic twist to a much-loved berry”. It contains the same 4.0% ABV as the other Old Mout variants and contains no artificial colours, flavours or sweeteners.
Old Mout is a brand that is conscious of its impact on the planet and committed to sustainability. Following the success of its 2018 campaign to help save the kiwi bird, 2019 is set to be an even bigger year for Old Mout, on its mission to raise awareness of protecting the environment.
Heineken’s cider director Emma Sherwood-Smith said: “We believe our new exceptional, exotic flavour will have mass appeal, delivering on 2019 foodie trends, great taste and marrying nicely with our sustainability agenda too.
“A recipe set for success, Old Mout’s latest NPI is guaranteed to help licensees realise the full potential of their cider offering and boost on-trade sales.”