Heineken is launching Strongbow Ultra Dark Fruit, a low-calorie version of the brand’s popular flavoured cider.

Available to convenience and wholesale from 1 March, Ultra Dark Fruit has an ABV of 4% and contains 95 calories per 330ml slimline can. It will be available in singles, and packs of four and 10.

The supplier believes there is a gap in the market for low-calorie alcoholic drinks, and shoppers will buy into the new product based on its flavour profile, with the original Dark Fruit now the number two cider in the UK.

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“Consumers, especially generation Y and Z, want to see alcoholic drinks that fit with their desire to lead more balanced lifestyles. However, the category falls behind other FMCG segments such as desserts and snacking with limited lower calorie options, leaving a big gap in the market,” said Rachel Holms, Heineken UK cider brand directo.

“Ultra is a refreshing, thirst-quenching cider sold in 330ml sleek cans at 30% fewer calories ml for ml compared with Strongbow Dark Fruit and taps into the lucrative on-the-go and impulse occasions, providing a big sales opportunity for stockists UK-wide.”

The supplier will be supporting Ultra Dark Fruit’s launch with a £12m campaign across digital, TV and PoS, as well as a 500,000 mini sampling can campaign.

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