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Dutch brewing heavyweight Heineken has expanded its range of Inch's cider in the UK market with the addition of alcohol-free and cloudy variants.
The group's UK business said it is looking to "reinvigorate" the local apple cider segment with the two SKUs, which have started to be rolled out across major grocers, convenience and wholesale channels.
Inch's 0.0, which Heineken said is "the first de-alcoholised cider in the UK", is sold in a 4x440ml multi-pack cans format, at an RRP of £4 ($5.17), and £3.50 on promotion.
Amalka Woodall, quality technologist at Heineken's Hereford cider facility in the UK, said: “Ciders that have alcohol removed sometimes miss their sensory characteristics which can make the product taste thin and watery, whereas we have worked hard to ensure that none of the depth and character of Inch’s Medium Apple is lost throughout the process.
"It’s been a challenge, but after two years of research, development and collaboration across multiple teams, we’re proud to introduce this UK-first for Heineken UK, and marking an exciting step forward in offering more choice to cider lovers without compromising on taste."
In addition to Inch's 0.0, the group has also launched Inch's Cloudy, a "naturally cloudy cider", which is exclusive to the on-trade and aims to target younger consumers "looking for a naturally sweeter innovation", as well bring in new drinkers into the cider segment.
The 4% abv drink will also be sold in a 4x400ml and 10x440ml multipack cans format at at RRP of £5.65 and £11.50 respectively. RRP on promotion for the smaller and larger multipack formats is £4.75 and £9.
"With Inch’s Cloudy and Inch’s 0.0, we’re delivering innovation that not only tastes great but also challenges perceptions of what apple cider can be," said Rachel Holms, cider brands director at Heineken's UK branch.
“We’re confident these new additions will drive further growth in the category while reinforcing Inch’s reputation as a fresh, modern cider brand – encouraging existing Inch’s fans to explore new tastes, and providing a credible option for those who are looking to moderate their alcohol consumption."
The launch is being supported by a nationwide marketing campaigns across TV, social media, and digital and out-of-home advertising, from April to September.
According to Heineken's latest Cider Report released today (10 March), Inch's is the leading brand by annual sales value in the central, south and south east and London regions of the UK.