Thatchers Cloudy Lemon cider gets a fresh new look

The revitalised branding brings the product’s appearance in line with the whole family of fruit ciders offered by the Somerset-based cider-makers, while maintaining the same taste.

Thatchers Cloudy Lemon cider four-pack has grown by 9.2% in the last 52 weeks in supermarkets (Circana), and with a refreshed look and feel it is expected that this growth will continue.

Thatchers Cloudy Lemon (4% abv) is a naturally cloudy cider. It is lightly sparkling and uses dessert apples to give it a crisp, sweet taste finished with a zesty ‘zing’.

Yvonne Flannery, head of brands at Thatchers Cider, says: “Lemons and blue skies go hand in hand! This new design adds a sense of depth and location to the branding, transporting you to the lemon grove with zesty colours and a warm Mediterranean vibe.

“It now sits clearly in our family of fruit ciders, claiming its place alongside our bold and exciting Blood Orange and Apple & Blackcurrant innovations. With a fresh new look, but same great taste, this branding will help existing customers find their preferred brand, while encouraging others to try this exciting flavour for the first time.”

Thatchers has been invigorating the fruit cider category since the launch of Cloudy Lemon Cider in 2020. The cider was the biggest launch in the 2020 fruit cider category.

Since then, the company’s other fruit cider innovations have included Thatchers Blood Orange and Thatchers Apple & Blackcurrant. Thatchers Blood Orange grew the category following its launch in 2022, becoming the best-selling fruit cider four-pack in supermarkets.

Thatchers Apple & Blackcurrant was launched in Nov 2023 and became the fastest growing new product launch in the cider category since Blood Orange, taking a top five fruit cider slot within just 12 weeks of being released. Initial results also suggest it is recruiting new shoppers to the category.