STRONGBOW is shaking things up by completely changing its cider recipe to remove artificial sweeteners, colours and flavours.
Its owner, Heineken, claims it has reformulated all its flavours without changing the taste.
The new versions of the drinks have also “been positively tested with thousands of loyal Strongbow customers”, it added.
The new recipe will be rolling out into stores this month and should be in your local shop by the end of the month, although Heineken couldn’t clarify an exact date.
The Sun has asked the brewer how the recipe has been changed so it removes the artificial ingredients without changing the taste, but we haven’t yet heard back.
Strongbow is available in three flavours – Strongbow original, cloudy apple and dark fruit.
The cheapest pack of four 440ml cans is currently sold at Asda and Tesco, where it’ll set you back £3.50.
Or if you’re a proper Strongbow fan, you might be keen to pick a pack of 18, which is currently only £10 at Asda.
You can currently get four cans of Magners cider, one of Strongbow’s rival, for the same price at Tesco, and 18 cans for the same price at Morrisons and Sainsbury’s.
Though Strongbow’s original flavour has a slightly higher alcohol by volume (ABV) of 5 per cent, compared to Magners’ 4.5 per cent.
The Sun has asked Magners whether its ciders contain artificial ingredients and if it plans to remove those, but we haven’t yet heard back.
Cindy Tervoort of Heineken said: “With the apple cider category hugely important to the off-trade, we’ve been on a mission to make our Strongbow offering even better and future-proof it for generations to come.
“Research tells us that consumer attitudes are changing; they are thinking more about what they consume and where it’s from – which includes being more mindful about ingredients too.”
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Aldi is selling own-brand cider that looks just like Strongbow but shoppers are split over the taste.
Meanwhile, Strongbow adverts have proved that Americans and Brits see the cider very differently.
This week, Magners revealed it’s launching a PINK cider that’s the colours of roses.
As always, please be Drinkaware.
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