AWARD-WINNING British cider brand, Crumpton Oaks, is launching a unique Cherry & Berry range and a Dark Fruit variant in a larger pack format (2L PET) to broaden the brand’s consumer base, attract new shoppers to the category and reinforce their quality and value proposition.

Available in a 4 x 440ml carded can multi-pack and 2 litre PET bottle, Crumpton Oaks Cherry & Berry Cider is a first-to-market launch across multiple Retail, Convenience and Wholesale channels, taking cues from traditional British fruit favourites within the juice and squash market. The range will land alongside new Crumpton Oaks Dark Fruit in a 2 litre PET format, to offer more choice and value for money to consumers in both Minimum Unit Pricing (MUP) and non MUP areas.

Expertly blended and crafted in the UK, Crumpton Oaks takes pride in letting the cider speak for itself with ‘no gimmicks or fancy serves’ – just great quality, mighty refreshing cider at an affordable price.

Crumpton Oaks Brand Manager, Alison Reilly said: “Crumpton Oaks has been offering consumers excellent value for money from day one with bigger pack formats and affordable pricing across our apple and pear range, and we’re delighted we can now extend the brand into fruit cider, especially in the current economic climate.

“Cherry & Berry is a well-known flavour combination in soft drinks but completely new to the cider category. The cider market over-indexes with older consumers, but we know from our data insights that Crumpton Oaks is increasingly attracting a younger consumer. 28-34 year-olds also account for the biggest share in total fruit cider growth* which presents a huge opportunity for Crumpton Oaks  – especially via innovative fruit flavours like Cherry & Berry”. 

RRP: £4.50 for 4x440ml carded can packs and £4.50 for 2L PET 


*Source: Kantarworldpanelonline data until 27th December 2020

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