S&N UK is targeting mainly female drinkers with its latest new product development in the cider market.

Jacques: exclusive launch through Sainsbury?s

Jacques, a 5.5% alcohol-by-volume fruit cider from Belgium, is being launched in a 750ml wine-style bottle intended for ?sharing? consumers. Jacques, which carries the Strongbow branding, is produced at S&N?s Stassen SA cider plant in Belgium and it is a blend of lightly sparkling cider and fruits of the forest. ?Stassen has a lot of expertise in making cider with flavours, which is well developed in the European market,? said S&N UK brand innovation manager Dave Pattman.

He said 40% of cider drinkers were women and Jacques was envisaged as an alternative to wine, with the fruit cider being half the strength of many wines and at half the price, around ?2.99 in the off-trade. ?It is a consumer need that isn?t being met by other products at the moment,? said Pattman. ?It is a big at-home opportunity for sharing.?

Jacques is being launched initially in the off-trade with Sainsbury?s.