The brand is a medium-sweet 3.5% abv cider and is targeted at the impulse and convenience channels.
Brand manager Holly Chadwick said: “With the cider market continuing to grow, and consumers looking for a variety of price and abv options, Red C offers consumers an exceptionally refreshing taste while giving them great value for money.
“Red C is a brand with great heritage and we believe that the bright and energising pack redesign creates great standout on shelf, helping to attract new consumers to the brand. Our plans for 2014 will include upweighted investment in trade and consumer activation to build on the relaunch.”
Red C is available in 44cl, 50cl and 56.8cl cans and a 2-litre PET, with bespoke POS available.