FDBusiness.com

Irish cider company, Bulmers has announced the launch of its Bulmers Forbidden Flavours in a 500ml can format for the off-trade, following the success of the product line’s launch last year.

Consumers in Ireland will be able to buy Forbidden Flavour cloudy lemon, strawberry and lime, juicy pear, and berry berry in a handy-pack can in supermarkets and convenience stores across the country.

As in all Bulmers variants, the flavoured ciders are produced in Clonmel, County Tipperary. Bursting with refreshing fruity cider, they have proven to be a big hit with those looking for a drink with a bit of an edge and a touch of natural sweetness, the company said. The move has been announced amid six-month growth in the flavoured ciders segment of 22% on last year. Bulmers said that Forbidden Flavours was responsible for “almost half” of that growth.

Bulmers brand manager Fiona Collins said: “The reaction from both the trade and consumers to Bulmers Forbidden Flavours, which had previously only been available in glass bottle format, has been hugely positive. Therefore extending our off-trade packaging to include a can format was a natural evolution for the brand. Bulmers has always taken a leading role in market innovation and we want to continue to excite consumers with great tasting drinks that they can enjoy in their local or at home.”

As with all Bulmers packaged products, Forbidden Flavours tastes best when served over ice but with a slice of fruit.  The new pack format will be starring at a range of festivals throughout the summer and will be supported by high-profile sampling activity and full below-the-line activity that will complement the colourful and vibrant packaging that has a strong on-shelf presence.

“We’re really excited to be able to present a full portfolio of Bulmers Forbidden Flavours to customers in both bottle and can format,” Collins continued.  “We will introduce promotional offers at intervals across the year as we know that Flavours retain their popularity across all four seasons, which is good news for the cider market and great news for consumers.”

Bulmers Irish Cider, branded as Magners Irish Cider outside the Republic of Ireland, is a brand of cider produced in County Tipperary in Ireland by the C&C Group. The product range includes the cider varieties: Original, Light, Pear and Berry. The cider was originally produced as “Bulmers” and continues to be sold under that name in Ireland, although the product is no longer owned by H. P. Bulmer.