Carlsberg UK has launched three new flavour variants of its Somersby cider brand to capitalise on a fruit cider market that is growing 30% in the off-trade (Nielsen, year to January 31).

Apple Burst, Cranberry and Blackberry are now available in Asda and will soon be rolled out into Tesco and convenience stores across the UK.

The original medium dry cider has been given a makeover to “provide enhanced on-shelf stand-out and help consumers differentiate between the original and new flavours”.

The new 4.5% abv Apple Burst is sweeter than Somersby Original, and the new Cranberry and Blackberry variants both have an abv of 4%.

The rrp for Blackberry and Cranberry is £5 for a four-pack of 33cl bottles and £1.99 for a single 50cl bottle. Somersby Apple Burst has an rrp of £4.50 for a four-pack of 33cl bottles and £1.89 for a single 50cl bottle.

David Scott, director of brand and insight at Carlsberg UK, said: “Somersby cider is the fastest growing cider brand in the world, available in over 40 markets, with year-on-year growth of 41% across the brand. This gives us the confidence to invest £7m in a new marketing campaign that will truly bring Somersby Cider to the fore for our customers and ultimately, for consumers.

“Cider in the UK is growing faster than the total alcohol category and in the past 12 months off-trade sales of fruit flavoured cider grew by 30%. We know there is a strong consumer desire for great-tasting fruit flavoured ciders and we’re confident that our three new flavours will attract more consumers to the category.”

The brand will be backed by a £7 million marketing campaign throughout 2015, that will take in TV, digital, radio and outdoor ads.