ight and refreshing” cider made from apples and pears.
It will be available from the beginning of April, and is lighter in flavour and colour than Bulmers Original and Pear.
The new edition to the portfolio is the first in a series of limited-edition flavours.
Brand manager Doug Cook said Bulmers was seeking to “broaden the appeal and usage of the brand and category, recruiting consumers who want to try something new”.
The Bulmers Summer Blend launch will be supported by a major marketing campaign including four weeks of heavyweight outdoor advertising in April and June and POS kits.
Bulmers Original and Bulmers Pear are the third and fourth-biggest selling ciders in the off-trade, according to Nielsen (year to January 23, 2010).