Frosty Jack’s Cider has revealed new branding to recruit new drinkers to the brand.

The new contemporary design marks the latest development in a year of transformation for Frosty Jack’s as Aston Manor, the producer, looks to lead the industry with its social and environmental sustainability programme.

Earlier this year the company announced it would stop production of its 3-litre PET bottles and switch to 2.5-litre, which is forecast to remove 22 million units from the market annually.

The packaging for the brand is already fully recyclable and at the start of the year the producer introduced 51% recycled content to its PET packaging. It said 1,000 tonnes of raw material will be saved annually, equating to 25 million fewer bottles made from the original material.

Gordon Johncox, chief executive of Aston Manor Cider, said: “This contemporary design for Frosty Jack’s is an important step for the brand.

“We have introduced significant changes this year – from the reduction in bottle size to the recycled content in the packaging – to ensure it is leading the industry in sustainability issues. We are delighted with how the new look embodies our forward-thinking nature.

“The research shows many key consumers respond extremely well to the new identity of Frosty Jack’s and we anticipate this will attract additional consumers to try this market leading product.

“This also supports our objective for Frosty Jack’s to be less reliant on larger packaging formats. Consumer preference has been shifting to smaller packs recently, which is demonstrated as Frosty Jack’s in cans are in double digit growth, and we expect this investment to accelerate that progress.”