Molson Coors has launched Carling Orchard Fruits, the second flavoured version of its Carling British Cider.

The launch is supported by a £5.4m advertising campaign including TV, outdoor and digital, alongside the existing Carling British Cider portfolio.

The manufacturer said it had extended its range as the cider category continues to attract an increasing number of consumers, with the fruit cider category registering 30% year-on-year growth.”

Alpesh Mistry, UK customer marketing director for Molson Coors, said to succeed, retailers need to carry on offering inspiration with displays that address the needs of shoppers.

“Between 3-5pm 37% of adults do not know what they will have for dinner, and alcohol can become part of that choice. We know Coors Light and Budweiser work well with a pizza, but for a more traditional meal people choose Carling and Fosters,” he added.