Heineken is adding calorie and nutritional information labelling to all its cider packaging during the remainder of 2019, as well as reducing sugar through natural techniques using Bulmers original cider to pioneer the change.
The relaunched Bulmers original cider is made with 100% British apples from Herefordshire, and is free from artificial flavourings, colours and sweeteners. The recipe has 30% less sugar than before and is suitable for vegans.
The improvement in the sugar content comes at a time when 93% of Brits say they want to reduce the amount of sugar they consume. However, many consumers don't want to swap sugar for artificial sweeteners, with 46% believing that artificial sweeteners are no better.
Cindy Tervoort, UK marketing director at Heineken, explained: "We know UK consumers are thinking more about what they consume and where it's come from. We have already made the changes on our beers and now our entire range of ciders will give consumers calorie and ingredient information to help them make informed choices. We hope this move will inspire the rest of the cider industry to follow."
"We're incredibly proud of the new and improved Bulmers apple cider. The new recipe champions Bulmers' rich British heritage. By expanding our orchard range with variants such as Hastings and Amanda apples, Bulmers cider now has a natural, authentic sweetness that new and existing consumers have shown great enthusiasm for and all with 30% less sugar."