Bulmers joins the pear bandwagon

Scottish & Newcastle UK is launching its Bulmers Pear cider in a can for the first time.

The company

aims to broaden the

brand's appeal

by introducing a

four-pack of 50cl cans

this summer.

Shaun Heyes, head of customer marketing for the off-trade and category marketing for the off-trade, said: "Bulmers Pear in cans will attract new drinkers to the

brand and bring incremental sales to the premium cider category."

Cider producers

have rushed to launch new pear cider products

,

including versions from

Aston Manor and Continental Wine & Food.