New cider for the off-trade

14 July, 2010

Symonds Founder’s Reserve, which is part of the Jygsaw Brands portfolio, has been launched in the off-trade.

The brand has initially been launched exclusively through Asda and is available in selected stores nationwide in a 56.8cl bottle. It has been introduced as part of the retailer’s Cider Festival.

Jygsaw Brands said the new product aims to “capitalise on the burgeoning premium cider category”. It said Symonds Founder’s Reserve supports the rapid growth in demand for niche ciders, which is bringing new drinkers to the category.

A spokesman said: “Research shows that 37.2% of customers entering the niche cider category are new to the segment, with 43.4% adding niche to their cider repertoire. The niche cider category in the off-trade is worth £43 million with a year on year value growth of 13.5%, according to IRI, and represents incremental growth at higher margins.”

The cider has an abv of 5.5%, with a “rich heritage dating back to 1727 and the golden age of traditional Hereford cider making”.

It is pressed and blended from Herefordshire bittersweet cider apples, including Dabinett and Michelin varieties.

Jygsaw Brands' trading director Michael Hardy said: “More discerning cider drinkers are seeking different options being met by the niche segment and their recognition and appreciation of Symonds Founder’s Reserve in the on-trade demonstrates that there will be a demand from shoppers who will want to enjoy it at home.”

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