THE Rekorderlig range of ciders is expanding with a new pineapple-kiwi flavour and launch of a new single-can format – amidst an 85% rise in value.
Molson Coors Beverage Company will roll out the new flavour in 500ml bottles and cans, with the launch aiming to tap into growing demand for tropical flavours.
With 50% of sales from Rekorderlig’s previous new flavour launches coming from new consumers, Rekorderlig Pineapple-Kiwi is tipped to help attract new shoppers to the cider category.
Its availability in 500ml bottles and 500ml cans aims to help retailers broaden the appeal of their cider range, with more convenient formats to tap into different drinking occasions.
Rekorderlig is also rolling out its top-selling Strawberry-Lime in a 500ml single-can format, further tapping into the growth of premium fruit cider single cans. The move follows the introduction of Wild Berries and Peach-Raspberry in 500ml cans last May.
Sophie Mitchell, marketing controller for cider and beverages at Molson Coors, said, “Pineapple-Kiwi addresses a clear gap in the market – consumers want tropical flavours but can’t find them on shelf. At the same time, we’re seeing a real shift in how people shop for premium fruit cider, with single cans bringing new shoppers into the category.
“By launching Pineapple-Kiwi and expanding Strawberry-Lime into this high-growth format, we’re giving retailers the tools to drive sales across the summer months and beyond. It’s all part of our playful ‘Find Your Fruktig’ strategy – backing Rekorderlig with the innovation and investment needed to drive growth in the premium fruit cider category, and appeal to consumers looking for refreshing and fruity options, especially during the summer months, whatever the occasion.”
