The new 4% ABV bottled cider combines blackcurrant, raspberry, strawberry and blackberry, and will replace Thatchers Ciderberry, the 5.4% fruit cider launched in February 2010.
Commenting on the decision to ditch Ciderberry, Thatchers’ managing director Martin Thatcher said: “Mixed Fruit is packaged in a 500ml bottle, whereas Ciderberry was sold in 75cl. We believe that 500ml is more suited to this style of cider.
“As a result of the introduction of Mixed Fruit, we are talking to customers who have been stocking Ciderberry and will encourage them to take Mixed Fruit instead, and production of Ciderberry will be phased out over coming months.”
Mixed Fruit will be accompanied in the new Somerset Fruit Ciders range by the rebranded Thatchers Somerset Rosé and Thatchers Somerset Pear.
Thatcher added: “It’s important to us to ensure that any cider that leaves the gates of Myrtle Farm represents the very best of Somerset cider.
“Thatchers Somerset Mixed Fruit is a cider that has been on the cards for some time, but we wanted to make sure we got the blend of berries and Thatchers Cider absolutely right.
“This premium fruit cider will stand out for consumers and, combining the heritage and traditional production methods with the essence of rural Somerset, it is different to any other cider in the market.
“We are exceptionally proud of this latest cider to be leaving the gates of Myrtle Farm.”