With younger drinkers "key consumers" of organic food and drink, cider maker Westons has relaunched its Wyld Wood range to appeal to the millennial generation.

The brand has a "brighter and simpler" new design that emphasises its organic credentials and premium positioning, according to brand manager Tim Williams.

 

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"A growing segment (41 per cent) of organic consumers are aged between 25 and 44 and it was therefore key that we repositioned the Wyld Wood brand in a way that attracts and engages this younger audience," he explained.

"More than half of 'millennials' (53 per cent) try to include organic within their diet, versus a third of over 65s, which again highlighted the need to engage younger consumers with the brand."

The new-look bottles and three-litre bag-in-boxes will roll out from next month (May).

The company has also tweaked its Rosie's Pig brand and, following the success of last year's limited edition Festival Ciders, has made them a permanent part of the range.

 

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A new cherry-flavoured cider, Rosie's Rusted Wheel, will be added to the line-up, joining Flat Tyre Cloudy Cider with Rhubarb, Handbrake Cloudy Cider with Damson and the original Rosie's Pig Cloudy Cider.

To catch up with what's happening in the cider sector, take a look at our Category Insights.