This week Rekorderlig will launch Strawberry-Lime Low Sugar Cider, with only 106 calories per 330ml bottle.
The launch comes after the latest research* indicating a large shift towards consumer focus on health and well being, with 80% of Australians now choosing healthier food and drink choices.
“Our research has shown that there is demand for more low sugar cider options, alongside their favourite or regular brands, for those moments or occasions when they are looking for a lighter choice,” explains the brand’s Australasian Marketing Director, Nikki Romans.
“Try it, love it, buy it, has always been our mantra at Rekorderlig and we’re delighted to launch Strawberry-Lime Low Sugar, which offers an exciting, premium cider in the fruit category for consumers, who seek a lighter choice with a flavour-led experience.”
Launching nationwide this week, Rekorderlig Strawberry-Lime Low Sugar is available in a 6×4 pack 330ml bottle format in leading on- and off-premise outlets. It is deliciously crisp, with a citrusy finish and a fragrance of freshly picked strawberries and is perfect served cold over ice with a wedge of lemon.
Primarily targeting 18 to 29-year-old females, the brand is continually looking at global trends to ensure long term sustainable value growth of the cider category.
The new low sugar launch will especially focus on partnering with social media influencers and sampling at events. In the new year, there will also be a new creative for a national outdoor and digital campaign alongside additional summer trade support.
Rekorderlig Cider is distributed in Australia exclusively by Coca-Cola Amatil. For more information about Rekorderlig and for serve ideas, recipes and inspiration, head to Rekorderlig’s Facebook and Instagram pages or visit www.rekorderlig.com/au.
Low sugar cider increasingly popular
Health and well being is becoming increasingly important to millennials, with consumers looking to balance indulgence with healthier choices. Especially during the ‘silly seasons’, it’s not about always choosing low sugar, low calorie, low carb products, but about finding a balance depending on the moment or the occasion.
This shift in consumer trends is especially evident with the award-winning CUB’s Pure Blonde low sugar, low carb cider.
Pure Blonde cider won Best Innovation at the 2017 Australian drinks Awards for its latest cider product which has 60% less sugar and 50% less carbs than an average cider and is targeted at health conscious drinkers.
CUB Marketing Director Richard Oppy explains why the low carb, low sugar option was so successful: “With cider, there are 4.3 million people who consider cider but don’t drink it and one of the reasons is that they think it’s full of sugar.”
“So we’ve taken the same construct that people recognise with Pure Blonde…but it’s got 60% less sugar than regular cider,” he told AdNews.
“People still want to socialise and have a drink and have fun but don’t want the consequences of putting on weight.
“These days with social media, selfies and people showing what they look like and photograph everything, they are more contiguous than ever before about image,” Oppy added.
Similarly, Lion’s popular cider brand 5 Seeds has also recently created a low sugar alternative, with “less than half the sugar of leading regular ciders.”
Crafted from orchard apples with a refreshing difference, the cider is 97% sugar free with a classic fresh apple taste – free from artificial flavours and sweeteners.
