Heineken UK is expanding its premium cider offerings with the launch of Old Mout Mango & Passionfruit. This new flavor is set to be available across grocery, wholesale, and convenience channels. It will be offered in 10x330ml cans and single 500ml bottle formats, with an ABV of 4.0%.
This latest innovation from Old Mout marks its first venture in three years. The cider features a refreshing blend of juicy and tangy mango and passionfruit, creating a vibrant and crisp beverage. Importantly, it is vegan-friendly and gluten-free, containing only natural flavors and no added colors.
The Premium Flavoured Cider sector continues to thrive in the off-trade, currently accounting for 25% of overall cider category sales (source: Nielsen IQ, week ending 12.04.25 – MAT – Total Coverage). With the launch of Old Mout Mango & Passionfruit, retailers have a valuable opportunity to attract new shoppers and provide existing cider fans with an exciting new flavor.
Old Mout is driving significant value growth in the premium flavored cider category, achieving sales of £11.5 million (source: Nielsen IQ, W.E. 12.04.25 – latest 26 weeks – total coverage). Notably, sales are up by +8.9% compared to last year (source: Nielsen IQ, W.E. 12.04.25 – latest 26 weeks – total coverage). Old Mout stands out as the only flavored cider brand that has seen growth in both grocery and impulse channels.
Adding to the brand’s iconic lineup—including Berries & Cherries, Kiwi & Lime, and Pineapple & Raspberry—Old Mout Mango & Passionfruit is poised to capture a wide range of summer occasions. From BBQs and festivals to sporting events and bank holiday celebrations, this flavor caters to diverse consumer preferences.
Rachel Holms, cider brand director at Heineken UK, emphasized that this launch represents a significant advancement for Old Mout. ‘Its range of flavors has become immensely popular among UK cider drinkers, and we’ve worked diligently to establish them as essential offerings in the Premium Flavoured Cider market.’ With the success of the Old Mout media campaign “Moutopia” last year, introducing fresh innovation at this time aligns perfectly with consumer trends.
“Tapping into the growing trends we are witnessing in the cocktail category, particularly with Passionfruit Martini-flavored beverages gaining popularity, Old Mout Mango & Passionfruit is set to enhance retailers’ cider ranges this summer. It will attract shoppers eager to experiment with diverse taste profiles during key occasions,” Holms stated.
To support the launch of Old Mout Mango & Passionfruit, the brand will feature this new flavor in its two-year-long Moutopia campaign across VOD, CTV, social media, programmatic advertising, and OOH. Additionally, Old Mout Mango & Passionfruit will be highlighted in the latest summer influencer campaign, ensuring that this launch captures shopper attention throughout the crucial cider season.
