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Pulpt cider broadens retail reach with new Melba variant

21 February 2024 By Jessica Mason

Somerset-based cider maker Pulpt will become more widely available after securing a Tesco listing for its new fruit-flavoured variant.

The cider, Pulpt Melba, which is a 3.4% ABV “blend of classic, flavoursome cider apples with real white peach and Scottish raspberry natural essences” is being positioned as a “contemporary spin on a traditional drink” and will be available in 364 Tesco superstores and 10 Tesco Metro stores”.

The cider will be available in 500ml bottles and follows on from the success of Pulpt’s core brand Flare becoming available in 896 Tesco stores nationally.

Speaking to the drinks business, the ciderologist Gabe Cook said: “I’m chuffed that Pulpt has been given the opportunity to showcase to a broad consumer base that there are true craft ciders out there exuding contemporary character and taste. It is a massive show of faith from Tesco in craft cider.”

Cook observed that it was a positive move for both cider makers, consumers and anyone who upholds quality in drinks noting that for Tesco seeing “an opportunity for this currently small sector to blossom within the grocery trade” it could be the push that the category needs and told db that this made him wonder if “other retailers are going to see the opportunity” soon.

Explaining more about the new listing and the development it brings, Pulpt co-founder, Al Collar, said: “We are delighted that Melba has been given such a prominent platform to showcase what awesome cider is all about. So many flavoured ciders in the market are more like an alcopop – all sugar and artificial flavour without any character. Thanks to using fresh apple juice rather than dull concentrate and listing the ingredients and the flavour profile on pack, Melba gives drinkers the opportunity to have an authentic and honest fruit cider experience.”

Tesco cider buyer, Matthew Moreton described the move as something that the retailer was “excited” by and also highlighted the “possibilities” for the category, which could answer demand for low alcohol offerings now too.

Moreton added: “Pulpt Flare cider has been in national distribution since 2021 and is a key part of our craft portfolio” and pointed out that when the team brought him the lower ABV fruit cider he was “really excited by its possibilities” and admitted that he was looking forward to seeing how customers would respond.

As he gears up for next week’s Orchard Wines & Spirits trade and press event in London, CEO of Cider is Wine, Alistair Morrell recently pointed out that “Mintel and Nielsen both report wine volumes to be dropping significantly as the market becomes more concerned about alcohol intake, and lifestyle plays a greater part in consumption” and illustrated how The Orchard Wines sector is worth an estimated £150 million, untouched by supermarkets, and critically acclaimed by many MWs and wine journalists, meaning that there was a huge retail opportiunity for high quality ciders.

In the recent Mintel report, it was outlined that just under half of Gen Zers reported drinking low- and no-alcohol beverages and, notably, Gen Zers agreed that fruit juices with sophisticated flavours were appealing, showing that cider with a lower ABV could be well-placed to respond to changing tastes of next generation consumers.

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