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ICB Claims St Helier First For Cider In Box

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InterContinental Brands cider St Helier is pouring its perry into a bag-in-box format, claiming cider brands must now innovate to stand out in the congested fixture.

The St Helier Still Pear Cider in a box arrives in a three litre-size (rsp: £7.49) in Netto next month and ICB is in talks with other retailers about listings in the new year. Aside from Weston’s Organic Cider, there were no other ciders available in a box format, the company claimed.

Although the box meant the cider was not carbonated, John Mills, MD of ICB, did not expect this to put off drinkers. “So many people drink cider over ice now, which results in less fizz in the liquid. The cider in our St Helier innovation should not be noticeably different,” he said. “The time is right for an easy-serve three-litre box as there is so much going on in cider and NPD is crucial. Consumers will love its convenience and versatility and the fact they can have it on tap in the fridge. And at £7.49 for the equivalent of 6 x 500ml bottles, it’s a canny buy.”

ICB also unveiled its new Rozel rosé pear cider (rsp: £2.49) this week, and said it would be targeting listings next year. With a 4% abv and wine-style bottle, ICB is positioning it as a lighter alternative to wine.

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Friday, November 24, 9:24 am

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