Thatchers Cider has unveiled a 10x330ml can multipack format of its Blood Orange variety, a first for the brand.

The new pack will be available to convenience retailers from the beginning of July, after a grocery launch on 14 June and joins the variety’s existing 500ml bottle and 4x440ml can packs.

It is intended to drive further sales for Blood Orange, which attracted more shoppers than any other innovation within beer, wine and spirits, making it the category’s most successful launch last year.

According to IRI, it added more value to the cider category than all other new cider launches combined.

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Jonathan Nixon, commercial director at Thatchers, said: “We know the smaller 330ml can appeals to those younger 18-30-year-old shoppers who opt for fruit cider. And it’s this same audience who seek out the provenance and sustainability that Thatchers is committed to. Fruit flavours with their premium positioning create a buzz that keeps consumers engaged with this exciting category. 

“Due to the success of Blood Orange, we’ve been inundated with requests for a mid-pack. This is a format rapidly gaining momentum in the market, as we have seen with our Gold and Haze 10-packs.”

Thatchers will continue to support Blood Orange this summer with a sampling campaign across major festivals and events.

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