Heineken has announced plans to add calorie and nutritional information labelling to all its cider packaging in a bid to enable consumers to easily find ingredients and calorie content of their drinks.
The firm is also reducing sugar through natural techniques without adding artificial sweeteners.
Pioneering the change is Bulmers Original cider, which relaunched with a new and improved recipe made with 100 per cent British apples from Herefordshire, and is free from artificial flavourings, colours and sweeteners.
The recipe has 30 per cent less sugar than before and is suitable for vegans, broadening the brand's appeal. The improvement in the sugar content comes at a time when 93 per cent of Brits say they want to reduce the amount of sugar they consume.
However, many consumers don't just want to swap sugar for artificial sweeteners with 46 per cent believing that artificial sweeteners are no better.
Cindy Tervoort, UK marketing director at Heineken, said: "We know UK consumers are thinking more about what they consume and where it's come from.
"We have already made the changes on our beers and now our entire range of ciders will give consumers calorie and ingredient information to help them make informed choices. We hope this move will inspire the rest of the cider industry to follow.
"We're incredibly proud of the new and improved Bulmers apple cider. The new recipe champions Bulmers' rich British heritage. By expanding our orchard range with variants such as Hastings and Amanda apples, Bulmers cider now has a natural, authentic sweetness that new and existing consumers have shown great enthusiasm for and all with 30 per cent less sugar."