Heineken expands low-calorie Strongbow Ultra with Apple variety

Heineken is building on the launch of last year’s Strongbow Ultra range with the addition of an Apple variety.

The new addition (4% ABV) is available in single and four-pack 330ml cans. At 80 calories per can, it contains 36% fewer calories than Strongbow Original.

This is also less than the 95 calories per can in Strongbow Dark Fruit Ultra. It is also gluten-free and vegan.

Strongbow to launch Tropical variety alongside updated pack design

Rachel Holms, Heineken UK cider brand director, said: “The creation of Strongbow Ultra Apple addresses a huge opportunity in the lower-calorie cider category, with a proposition that doesn’t compromise on taste. With this launch, we will catch the eye of Gen Z and Y shoppers on the hunt for a new summertime drink to sip, who otherwise reach for RTDs and spirits.”

The supplier will support the launch with a multimillion-pound campaign starting in April. It will include the return of last year’s ‘Drink the G.O.A.T’ ad campaign alongside sampling.

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