Morrisons taps into cider trend

Morrisons has capitalised on the phenomenal success of cider by launching its own-label fruit range of the drink.

With cider sales up 15% from last year, the supermarket has launched two “premium” ciders, one blended with raspberry and the other with orange.

Available for a limited period, until 11 July, the Morrisons New Season Ciders cost £1.50 per 500ml bottle and are expected to appeal to “current premium cider drinkers due to their traditional taste”.

Made from British apples and with added fruit flavours, cider buyer Matthew Cain said of the range: “We are delighted to add these ciders to our own-label range in stores. These are fun, fruity and perfect for the summer.”

Jane Parkinson, 28.06.2010