St Helier enters boxed cider market

11 November, 2009

Intercontinental Brands is entering the boxed still pear cider category with its St Helier brand.

The brand has previously been limited to bottled varieties of pear and fruit ciders since its launch three years ago.

St Helier Still Pear is in a 3-litre box and has an abv of 5%.

The rrp is £7.49, which ICB managing director John Mills described as a “canny buy”.

He added: “The time was right. Consumers will love the convenience of the box and the fact that they can keep it in the fridge and have it chilled and ready on-tap whenever they feel like it or the occasion demands.”

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