Heineken-owned cider brand Strongbow has relaunched its range so it now contains no artificial sweeteners, colours and flavours.
The new “more natural” recipes for Strongbow’s Original, Cloudy Apple and Dark Fruit variants, marks the “first step” in the brand’s aim to transform the cider category in 2019.
Heineken UK is also adding calorie and nutritional information labelling to all its cider packaging in a bid to help consumers easily find the ingredients and calorie content of the drinks.
Cindy Tervoort, UK marketing director at Heineken, said: “With the cider category hugely important to the on-trade, we’ve been on a mission to make our Strongbow offering even better and future-proof it for generations to come.
“Research tells us that consumer attitudes are changing; they are thinking more about what they consume and where it’s from – which includes being more mindful about ingredients too – so with this change, we’re leading the way with Strongbow as you would expect from the number one cider brand.”
Heineken’s Bulmers Original cider also recently relaunched with a new and improved recipe. It now contains 30% less sugar and is free from artificial flavourings, colours and sweeteners.