Following the success of last year’s Forbidden Flavours launch the can format is being supported by high-profile sampling and full Below-The-Line activity to complement the colourful packaging that has strong on-shelf presence.
Cloudy Lemon, Strawberry & Lime, Juicy Pear or Berry Berry in the new handy-pack cans are produced in Clonmel, County Tipperary, alongside all Bulmers variants.
Flavoured ciders hold 8% of the off-trade cider market and experienced growth in the six months to February 2016 of 22% versus the pervious year with Bulmers Forbidden Flavours accounting for almost half of this growth.
Across the off-trade channels, 68% of consumers consistently prefer their LAD in a can rather then a bottle, so there was a strong rationale for introducing the Flavours variant in a vibrant new format, stated the company.
In being able to present the full portfolio of Bulmers Forbidden Flavours to customers in both bottle and can format, Fiona Collins, Bulmers Brand Manager, commented, “We’ll introduce promotional offers at intervals across the year as we know that Flavours retain their popularity across all four seasons which is good news for the cider market and great news for consumers.
“The reaction from both the trade and consumers to Bulmers Forbidden Flavours, which had previously only been available in glass bottle format, has been hugely positive,” she claimed, “Therefore extending our off-trade packaging to include a can format was a natural evolution for the brand.”
As with all Bulmers packaged products, Forbidden Flavours tastes best when served over ice but with a slice of fruit. The new pack format will be starring at all the best festivals across the Summer including Forbidden Fruit at the Royal Hospital Kilmainham, Body & Soul, Bulmers Live at Leopardstown and Metropolis at the RDS.