Heineken UK launches new zesty innovation

Heineken UK is launching a new zesty innovation from the nation’s favourite cider brand, Strongbow, with Strongbow Zest (ABV 4 %). Available across grocery, wholesale and convenience channels from June, Strongbow Zest is rolling out now in 4x440ml and 500ml formats, and in time for the summer in 10x330ml.

Commanding a 21 per cent market share in the total cider category, Strongbow is the number one cider brand in the total market in volume and value sales. Strongbow Zest joins a range of innovative flavours – including the infamous Dark Fruit – to offer more choice and recruit new consumers into the cider category.

Strongbow Zest is a thirst-quenching apple cider carefully blended with lime, lemon and orange flavours. The zesty mix of limes, lemons, and oranges brightens up the classic crisp apply-ness for a fresh citrusy taste. The new flavour contains no artificial flavours, sweeteners, or colours, and is suitable for vegan diets, plus it’s gluten-free.

Rachel Holms, Cider Brand Director at Heineken UK, says, “We’re excited to launch Strongbow Zest into the market ahead of the Cider season. Through the launch, our ambition is to continue to recruit new consumers into the cider category, particularly those who are on the hunt for fresh innovation and new flavour experiences.

“Last year, we launched Strongbow Tropical into the market, which was crowned Product of the Year and the number one cider innovation in 2023, so we know there is an appetite for new flavours in the category. We recommend retailers stock up now to take advantage of summer sales.”

Around since 1963, Strongbow has gone from strength-to-strength and enjoys cult status for its range of flavours and iconic advertising. The launch of Strongbow Zest will be supported by a £10m marketing campaign from May. Whatever the occasion, Strongbow can offer a cider to deliver unbeatable refreshment. The latest innovation joins a roster of flavours including Strongbow Original, Strongbow Rose, Strongbow Dark Fruit, Strongbow Cloudy Apple and Strongbow Tropical.