Magners targets dieters with Light

26 September, 2007

Irish cider Magners has launched a lower calorie variant of its over-ice cider in Asda.

Magners Light has the same amount of alcohol as original Magners – 4.5 per cent abv – but just 28 calories per 10cl.

Brand manager Richard Barnes said: "With all the authentic endorsement of the Magners brand, the low-calorie option of Magners Light embodies the quality, craftsmanship and heritage of Magners Original Cider which has contributed to its growth in Great Britain.

"We know lifestyles continue to change, and as the light drinks market continues to grow internationally, consumers are ready for a great-tasting light drink alternative from a credible, quality brand – Magners Light matches that need perfectly."

The new variant comes in a 33cl long-neck bottle with a silver neck foil and silver front and back label to differentiate it from the original version.

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