Friels refreshed – craft cider brand unveils new look

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The UK’s number one craft cider, Friels, has unveiled new branding for its packaging with a complete redesign for its 330ml cans and 500ml bottles.

The new look reflects the authenticity of this award-winning cider given Friels’ use of 100 per cent fresh eating apples without artificial colours, flavours or sweeteners.The branding is being rolled out across the retail and convenience market, and through the cider’s premium on trade offering.

The redesign will be supported with an integrated consumer communications campaign in 2020, and new product development across the next three years with category leading innovation to help drive growth for the brand. 

Alison Reilly, brand manager for Friels at Aston Manor Cider, said: “Our new look for Friels is launching just in time for the summer. We feel it will have great stand out on shelf, appeal to our existing consumers and attract new consumers keen to enjoy an authentic and quality cider. 

We know that consumers are more discerning than ever about the products they buy and the ingredients they contain. Friels cider uses simple, fresh ingredients and this is reflected in the new design. 

As a business, we have grown from modest roots to become a recognised alternative to the established premium ciders in the category, focusing our efforts purely on the quality taste of our products. As we look ahead, we want to continue challenging the status quo, stand out from the crowd and demonstrate our individuality.”

The four pack carded 330ml cans are available in Tesco, 330ml single cans in Co-op and the 500ml bottle in Morrisons.