Kopparberg launches frozen pouch

Claiming to be “the world’s first frozen cider”, Kopparberg is set to launch a range of flavoured frozen beverage pouches designed to accompany the improving weather.

Available in the UK off-trade from 4 May, the Strawberry & Lime and Elderflower & Lime flavoured beverages are said to be tapping into the “American trend for frozen drinks”, according to the brand.

The 4.0% abv drinks take at least 8 hours to freeze and are recommended to be served with the garnish of a lime wedge for the Strawberry & Lime flavour or a slice of cucumber for Elderflower & Lime.

Kopparberg claims that the brand extension was inspired by “an April Fool’s prank shared with the Kopparberg online community” last year that showed a Kopparberg ice-lolly “quickly turning into a national phenomenon”.

Jodie Alliss, brand manager at Kopparberg says: “The demand for a frozen variation of Kopparberg was outstanding so we’re thrilled to be able to launch the new product for summer 2015.

“Offering the ultimate summer refreshment and resonating with a slightly older audience, Kopparberg Frozen Fruit Cider takes the brand’s offering to the next level. We’ll be supporting the launch with PR and social media from spring into summer.”

The 250ml pouches will be available in 1,000 UK supermarkets and convenience shops, retailing at an RRP of £2.99.