Heineken will expand its Strongbow cider brand in the US with the launch of 100 Cal Slim Cans, a 12-can variety pack with three 8.5oz flavours, containing 100 calories each.
The offering is positioned at the intersection of cider, canned wine and hard seltzer in a move to offer a crisp alternative that will appeal to growing demands for light refreshment.
Available as of January 2019, the pack contains Strongbow’s newest flavour, dry pear, which is described as “a mildly sweet pear-apple cider with a light, dry finish”, as well as rosé apple and the recently relaunched original dry.
Heineken said the 100 Cal Slim Cans aim to source sales from millennial consumers who are drinking more canned wine and who are cutting calories from their beverage choices.
“Our 100 Cal Slim Cans meet an emerging consumer need,” says Jessica Robinson, Heineken vice president of emerging brands. “With only 100 calories per can, our new 8.5oz size creates a better-for-you, full-flavoured and fast-selling option.
“Strongbow Slim Cans are a ‘top 20’ concept for us on purchase intent, liking, uniqueness and believability, and we’re including our new dry pear in the variety pack to meet the growing popularity of pear flavour products in the grocery channel. We’re putting our focus here to source new business from the booming canned wine and hard seltzer segments.”
She added: “Exclusively available in this 100 Cal variety pack, we think dry pear is a great addition to the award-winning line up of flavours in the 100 Cal Slim Cans. It’s a one-two punch; a popular, refreshing new flavour in a package that’s on-trend.”
Last year, Heineken released Strongbow Artisanal Blend cider, made from three varieties of heirloom cider apples, as a response to the increased popularity of blended cider.
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