Bulmers is launching an innovative new flavour – Wild Blueberry & Lime – a move that will continue to drive the category and boost sales for retailers and licensees.

Supported by a £2m ATL and BTL campaign, the launch will see Bulmers scale a flavour trend yet to be leveraged within the cider category; encouraged by research indicating young adults' desire for flavour experimentation and bold tastes in Cider is showing no signs of slowing down[1].

Bulmers Wild Blueberry & Lime will be available from mid-February and is the latest addition to the Bulmers range. The new SKU comes in a 568ml bottle at 4% ABV and its eye-catching labelwill deliver huge stand out on shelf to drive impulse sales.

Emma Sherwood-Smith, Cider Director at HEINEKEN comments:

“Blueberries' popularity is soaring in the UK, yet surprisingly, there is currently no mainstream blueberry flavoured cider in the market, until now.

“The new Bulmers Wild Blueberry & Lime cider addresses both consumer demand for blueberries as well as the trend for experimenting with different flavoured ciders.

“HEINEKEN's expertise with NPD in cider is unrivalled and, most importantly, it works. Last year's launch, Bulmers Zesty Blood Orange, was the biggest cider NPD of 2015. It brought one million people into the Bulmers brand, 50% of which were new to the cider category[2] – which is good news for retailers.

“As a result, we're expecting drinkers to pounce on our latest offering and advise retailers to stock up.”

Bulmers Cider Wild Blueberry & Lime will join the existing cider range which includes Bulmers Cider Zesty Bloody Orange, Bulmers Cider Crushed Red Berries & Lime, Bulmers Cider Original and Bulmers Cider Pear and will replaceBulmers Cider Bold Black Cherry.

ENDS

For more information please visit www.bulmers.co.uk

For further press information, please contact:

The HEINEKEN team on 020 3757 6800 / heineken@publicasity.co.uk

[1]HUK flavour research 2015

[2]Kantar ytd w.e 19.07.15