15 Jan 2008


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St Helier cider adds Blueberry variant

St Helier

beers lager and cider

Source : ICB
Like cider, the blueberry industry has experienced explosive growth in recent times.

Consumers have been attracted in their droves to the now ubiquitous plump deep blue fruit with its silvery bloom.

With their finger firmly on the pulse of consumer demand, ICB have now combined the mildly sweet and tangy characteristics of blueberries with the crisp refreshment of pear cider to create a trend setting combination and extend their successful St Helier range.

Paul Burton: Joint MD of ICB says: “Innovation and investment continue to attract new and lure back past consumers who enjoy the refreshing, sessionable characteristics of cider.

“Recognizing this, retailers continue to devote more and more shelf space to it. But without doubt, the secret to keeping interest high and attracting the important trend leaders and experimenters is new product development.”

Like cider, blueberries have a heritage appeal and a long-developed folklore around them.

We know we are tapping into potent current trends and thinking with St Helier Blueberry and expect sales to reflect this.”

The entire St Helier range will benefit from a heavyweight TV campaign which airs in May '08 and continues to benefi t from ICB's sponsorship of “The Championship” on ITV.

The sponsorship deal, which will run until May 2008, includes highlights of all Championship games and play offs and a round up of the League 1 and 2 games, secures nationwide coverage and massive brand awareness. ITV viewing figures confirm that over half of the entire population will see the St Helier sponsorship once, with more than a quarter seeing it four times or more.

• 500ml bottle RSP £1.99
• Litre bottle RSP £3.69

For sales contact: 01642 246 639 or visit www.icbrands.co.uk

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