- New Zealand-born cider Old Mout has given an exotic twist to a much-loved berry, with Pineapple & Raspberry the latest addition to its range.
- Exotic flavours within the Premium Flavoured Cider category grew by 20% last year, with Old Mout driving this trajectory
- Naturally fruity and refreshing in taste, Old Mout’s NEW Pineapple & Raspberry variant performed exceptionally well in consumer taste tests – receiving the second highest score in the history of HEINEKEN UK.
Capitalising on the growth of the Premium Flavoured Cider category (2.7% MAT), of which Old Mout is outperforming the category with +25% growth – HEINEKEN UK is expanding the brand’s innovative range of fruit flavours, with the addition of Old Mout Pineapple & Raspberry in March 2019.
Within the Premium Flavoured Cider category, exotic flavours are increasing in popularity, driven largely by a younger generation who are looking for sessionable fruit ciders in original, unique flavours. Scoring extremely high in taste tests, Old Mout Pineapple & Raspberry contains the same 4.0% ABV as the other Old Mout variants, resulting in a refreshing cider bursting with tantalisingly, tropical fruit flavour. What’s more, like every one of Old Mout’s ciders, each has a natural taste including no artificial colours, flavours or sweeteners.
With pineapple going head to head with avocado as the UK’s fastest growing tropical fruit and hopes for another hot British summer on the horizon, Old Mout’s fusion of sweet pineapple and juicy raspberry is set to be the ‘next big thing’ – a must stock, that’s sure to be a hit with customers and consumers alike.
What’s more, as a brand that is conscious of its impact on the planet and committed to sustainability, all Old Mout packaging is 100% recyclable. Following the huge success of its 2018 campaign to help save the kiwi bird, 2019 is set to be an even bigger year for Old Mout, on its mission to raise awareness of protecting the environment.
“Old Mout’s new Pineapple & Raspberry flavour reflects current market trends and we have the consumer taste tests to back it up – in fact, it received the second highest score in the history of HEINEKEN UK” says HEINEKEN Cider Director, Emma Sherwood-Smith, “As such, we believe we have an exceptional, exotic flavour that will have mass appeal, delivering on 2019 foodie trends, great taste and marrying nicely with our sustainability agenda too. A recipe set for success, Old Mout’s latest NPI is guaranteed to help retailers realise the full potential of their premium cider offering and boost their profits.”
Old Mout Pineapple & Raspberry will be available in a single 500ml bottle and 10 x 330ml can pack from March 2019.
1 Nielsen scantrack 8 weeks vs. YA to 16/06/2018, total coverage
2 Nielsen Total Coverage MAT Sales Value to 26.01.2019
3 Nielsen Total Coverage MAT Sales Value to 26.01.2019