Symonds launches in the off-trade

23 July, 2010

Symonds Founder’s Reserve cider by Jygsaw Brands, has been launched in the off-trade.

The brand has initially been launched exclusively through Asda and is available in selected stores nationwide in 56.8cl bottles. It has been introduced as part of the retailer’s cider festival.

Jygsaw Brands said the new product aims to “capitalise on the burgeoning premium cider category”. It said Symonds Founder’s Reserve supports the rapid growth in demand for niche ciders.

A spokesman added: “Research shows 37.2% of customers entering the niche cider category are new to the segment, with 43.4% adding niche to their cider repertoire. The niche cider category in the off-trade is worth £43 million with a year-on-year value growth of 13.5%, according to IRI, and represents incremental growth at higher margins.”?The cider has an abv of 5.5%, with a “rich heritage dating back to 1727 and the golden age of traditional Hereford cidermaking”.

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