With young adults continuing to demand new flavours in cider, Bulmers is launching Wild Blueberry & Lime.

Available in 568ml bottles from now, the flavour will be supported by a £2m marketing spend.

Emma Sherwood-Smith, cider director at Heineken, said: “Blueberries’ popularity is soaring yet surprisingly there is currently no mainstream blueberry flavoured cider.”

Last year Heineken launched Bulmers Zesty Blood Orange, which brought in one million more consumers to the brand, with 50% being new to the cider category.

The move will see the flavour replace Bulmers Cider Bold Black Cherry