REKORDERLIG’S limited edition Passionfruit cider is to become a permanent fixture in the range after what the firm behind the Swedish brand described as strong sales.
Since it was introduced in April, the Passionfruit variant is said to have driven an “exceptional” rate of sales across the on and off-trade, becoming Rekorderlig’s third highest selling variant in less than four months.
Marketing director Gemma Copping said the decision to make Passionfruit a permanent flavour in the range came after thousands of Rekorderlig consumers used the specially created ‘#pashtag’ on social media channels to call for the variant to be made available all year round.
“Rekorderlig Passionfruit perfectly tapped into the emerging consumer trend towards more exotic flavours over the key summer period,” she said.
“Feedback from both consumer and trade have been overwhelmingly positive, with Passionfruit becoming one of our best sellers in a very short period of time.
“This, combined with our first ever above the line campaign, has led to it becoming our most successful NPD [new product development] launch to date.”