Thatchers is introducing a 10-can multi-pack for its Thatchers Haze Cider to tap into the popularity of both the brand and this smaller multi-pack format.

The 4.5% abv naturally cloudy cider is currently out-performing other ciders in the off-trade, according to the producer.  The company’s 44cl four-pack grew by 257% over the past year.

MD Martin Thatcher said: “Cloudy cider has been one of the biggest trends of the last two years, and we expect that trend to continue across both the on and off-trades throughout 2018.

“Thatchers Haze has established itself as a multi-stock brand in the cider fixture and creating a 10-pack is a natural progression to ensure that our customers are stocked up to enjoy at home.

“With Thatchers Haze we have used dessert apples to create lighter, fruity flavours combined with the quality of a traditional cider. In a market where consumers are looking to trade up to premium brands, Thatchers Haze offers a truly innovative cider that has been developed from our cidermakers’ knowledge of how apple varieties work together to create different characters and styles of cider.”

Thatchers Haze is made from Discovery, Falstaff, Gala and Jonagold apples to create a crisp, sweet finish. The juice from the Jonagold apples give the cider its all-natural haze.