Heineken UK promises new calorie labelling for its ciders
Heineken UK has pledged to add new calorie and nutrition labels across all of its cider packaging, while it is also reducing the sugar content of its cider brands by 30%.
The maker of Bulmers and Old Mout has announced it will add the new labeling by the end of this year, with the aim of enabling consumers to easily find ingredients and calorie content of their drinks.
Heineken has also been working on reducing sugar through natural techniques without adding artificial sweeteners.
It has relaunched Bulmers Original cider with a “new and improved” recipe, ensuring the natural sweetness of the cider is derived purely from the apples themselves. The recipe has 30% less sugar than before.
Cindy Tervoort, UK Marketing Director at Heineken, said: “We know UK consumers are thinking more about what they consume and where it's come from. 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. 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!”