Strongbow will now be made with no artificial sweeteners, colours or flavours - but don't panic, it still tastes the same says brand owner Heineken.

 

The company says the new ciders have met with positive reactions during testing with thousands of loyal Strongbow fans.

All of the ciders in the range have a new recipe - Strongbow Original, Strongbow Cloudy Apple and Strongbow Dark Fruit – and the move is part of a drive by Heineken to focus on more natural products.

Cindy Tervoort, UK marketing director at Heineken, said: "With the cider category hugely important to the on-trade, we've been on a mission to make our Strongbow offering even better and future-proof it for generations to come.

"Research tells us that consumer attitudes are changing; they are thinking more about what they consume and where it's from – which includes being more mindful about ingredients too – so with this change, we're leading the way with Strongbow as you would expect from the No.1 cider brand."

The company also announced this week that it was adding calorie and nutritional information labelling to all its packaging.

Strongbow Original is the UK's most popular cider and 300,000 pints poured every day (CGA). Strongbow Dark Fruit, is the UK's number two cider brand.