Heineken UK adapts to sugar concerns
Heineken UK will add nutritional information labelling to all its cider packaging in 2019 to let consumers easily find ingredients used in their drinks.
The move will see brands such as Strongbow, Bulmers and Old Mout labelled with calorie content.
Heineken UK has also relaunched its Bulmers Original cider with a new recipe made with British apples and free from artificial flavourings, colours and sweeteners.
The recipe has 30% less sugar than before and is suitable for vegans, in a move to broaden the brand’s appeal. Research by Kantar Worldpanel suggests that 93% of Britons say they want to reduce the amount of sugar they consume.
“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,” said Cindy Tervoort, UK marketing director at Heineken.
“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.”
Heineken has invested £58-million in its cider operations in Herefordshire, UK, over the last two years to improve the sustainability of its cider making.
Headquartered in Edinburgh, Heineken UK owns around 3,000 pubs as part of its Star Pubs & Bars business and employs around 2,000 people. Other brands in the firm’s portfolio include John Smith’s, Foster’s and Kronenbourg 1664.