Cider firm targets energy drinks market

As UK cider producers explore new ways to maintain category growth, Cornish cider producer Healey’s is chasing a share of the expanding energy drinks market.

The company, which already produces the cloudy cider brand Rattler from its 20 acres of orchard near Perranporth beach, has now launched Cornish Bite, an apple juice-based energy drink containing the local mineral-rich sea salt.

With 80mg of caffeine per 250ml can, the brand is targeting the rapidly growing UK energy drinks market, which a Mintel 2012 report valued at £1.2 billion.

Healey’s is also promoting Cornish Bite as a cocktail mixer, with suggestions including the “JagerBite”, a twist on the popular Jägerbomb; the “RattlerBite”, which mixes the brand with Healey’s cider; and the “VodkaBite”, which taps into another popular energy drink combination.

Despite this new direction, commercial director Joe Healey denied that the move represented an end to chasing growth in the increasingly competitive cider market.

“We certainly don’t think the cyder category is nearing saturation, and we have lots of exciting cyders in the pipeline,” he told the drinks business. “But what we have demonstrated is the strength of the brand ‘Cornish’ within the cyder category, and we are now looking to replicate this within other categories. As a company, we are keen to develop our non-alcoholic range of products, and energy drinks represent a massively growing market.”

Describing the launch as “just one of the ways that we are looking to expand the brand,” Healey remarked: “We are now a second generation business and want to continue to think outside the box and to develop delicious products made with the same Healey’s know-how.”

This is not the only way in which Healey’s has diversified beyond its core cider business. The company claims to have Cornwall’s only distillery, which produces vintage brandies and its Hicks & Healey single malt 8-year-old whiskey.

Cornish Bite is currently available with an RRP of £1.09 per 250ml can from independent retailers and Tesco stores across Devon and Cornwall. Healey’s has also been carrying out sampling events on Perranporth beach throughout August.