Swedish cider Herrljunga has been relaunched with a new name, packaging and formulation.

The cider, +46, is the result of a joint £500,000 investment by Herrljunga Cider and UK distributor Halewood International.

"To be successful in the UK we needed a strong strategic partner and to reinvent the brand," said Johan Branmark, MD of Herrljunga Cider. "By working with Halewood international we achieved both objectives."

The branding overhaul is intended to bring new consumers into the category as well as keep existing cider drinkers interested, said Halewood's marketing controller Richard Clark.

"While the UK cider category is still growing, there are a lot of similar brands," he said. "There is a danger that consumer interest will start to wane if producers do not develop and deliver clearly differentiated brands offering real innovation."

The relaunch will be supported with a trade and consumer campaign, PoS material and sampling.

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