Canned cider has increased its share of the off-trade cider category by 7% (Nielsen, year to January 2015) as consumers move away from bottles.
A four-pack of 44cl bottles will retail at £4.99 and sit alongside the existing 50cl bottles on shelves. †
Martin Thatcher, fourth generation cidermaker at Thatchers, said: ďOld Rascal has been part of our portfolio for many years, and in many respects has been a hidden secret for too long.
ďThis cider has a loyal following Ė itís a full bodied, premium cider that sees the character of the bittersweet apples shine through with a flavour to savour, yet at 4.5% itís a cider thatís suited to social occasions.Ē