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HEINEKEN UK PLEDGES NEW CALORIE AND NUTRITION LABELS ON ALL CIDER PACKAGING WHILE REDUCING SUGAR CONTENT OF MAJOR CIDER BRANDS BY 30%

  • HEINEKEN UK commits calorie and nutritional information labelling to all of its cider packaging
  • The maker of Bulmers and Old Mout reveals it has reduced sugar content of these ciders by up to one third
  • Pioneering the change is Bulmers Original cider, which relaunched with a brand new and improved recipe with 30% less sugar and 100% British apples in every bottle
  • It comes as 93% of people say they want to cut down on the amount of sugar they consume[i]

HEINEKEN, the UK’s leading cider maker, announces it will add calorie and nutritional information labelling to all its cider packaging in 2019.  The move will enable consumers to easily to find ingredients and calorie content of their drinks and is a key pillar of HEINEKEN’s commitment to lead a more sustainable cider category.

HEINEKEN is also leading the way on reducing sugar through natural techniques without adding artificial sweeteners. Pioneering the change is Bulmers Original cider, which relaunched with a new and improved recipe made with 100% British apples from Herefordshire, and is free from artificial flavourings, colours and sweeteners.  The natural sweetness of the cider and its refreshing, crisp taste is derived purely from the apples themselves. 

The recipe has 30% less sugar than before and is suitable for vegans, broadening the brand’s appeal.  The improvement in the sugar content comes at a time when 93% [ii] of Brits say they want to reduce the amount of sugar they consume. However, many consumers don’t just want to swap sugar for artificial sweeteners with 46% believing that artificial sweeteners are no better.[iii]

Cindy Tervoort, UK Marketing Director at HEINEKEN, explains: “We know UK consumers are thinking more about what they consume and where it’s come from. We have already made the changes on our beers and now our entire range of ciders will give consumers calorie and ingredient information to help them make informed choices. We hope this move will inspire the rest of the cider industry to follow.”

“We’re incredibly proud of the new and improved Bulmers apple cider. The new recipe champions Bulmers’ rich British heritage. By expanding our orchard range with variants such as Hastings and Amanda apples, Bulmers cider now has a natural, authentic sweetness that new and existing consumers have shown great enthusiasm for and all with 30% less sugar!”

HEINEKEN is the UK’s leading cider maker and harvests around 30% of the apples grown in the UK in partnership with over one hundred apple growers, supporting thousands of jobs in the rural economy.  The company has invested £58m in its cider operations in Herefordshire over the last two years to improve the sustainability of its cider making.


[i] https://www.kantarworldpanel.com/global/News/Sugar-now-the-UKs-number-one-nutrient-concern

[ii] Ibid

[iii] https://shoppervista.igd.com/…doshoppersstand-with-sugar/i/7686

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