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Crumpton Oaks is claiming a first to market with a new Cherry & Berry cider.

The new flavour (4% abv) is said to take cues from traditional British fruit favourites in the juice and squash market, with brand manager Alison Reilly adding “Cherry & Berry is a well-known flavour combination in soft drinks, but completely new to the cider category”.

She added the cider market over-indexed with older consumers, but Crumpton Oaks was “increasingly attracting a younger consumer”.

“Twenty-eight to 34-year olds account for the biggest share in total fruit cider growth, which presents a huge opportunity for Crumpton Oaks – especially via innovative fruit flavours like Cherry & Berry.”

The range will launch this month in both can multipacks (rsp: £4.50/4x440ml) and a two-litre plastic bottle (rsp: £4.50/two litres) alongside a two-litre bottle of existing Dark Fruit flavour, which the brand said would offer “more choice and value for money”. 

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