Parfetts has expanded its Own-Brand Lancer cider range with the launch of Lancer White, strengthening its value cider offering for independent convenience retailers.
The new range builds on the existing Lancer portfolio, which already includes Lancer Original and Lancer Black, designed to give retailers a competitive option in their strong cider fixture while maintaining strong margins.
Lancer White is available in several price-marked formats, including 24x500ml cans (£1.35 PMP), 12x1L bottles (£2.49 PMP), 6x2L bottles (£4.99 PMP) and 4×2.5L bottles (£5.89 PMP), giving stores flexibility across different pack sizes and shopper missions.
Produced in the UK in collaboration with Aston Manor Brewery, Lancer White features a distinctive silver-and-blue design across cans and bottles to stand out on shelves.
Parfetts said the launch reflects the continued importance of strong cider within the convenience channel, with the segment accounting for 31% of total cider sales across the wholesaler’s depots in 2025.
Mike Kerrigan, Own Brand manager at Parfetts, said: “White cider remains an essential part of the core range for many convenience retailers, so it was important that Lancer White delivers both strong value and dependable quality. The range has been developed to provide competitive shelf pricing while helping retailers maximise their profit return.
“Our Own Brand strategy continues to focus on giving retailers reliable products that perform well in store, deliver great margin and meet everyday shopper demand.”
The launch is also timed ahead of the Easter bank holiday trading period, traditionally one of the busiest times for beer and cider sales.
Lancer White forms part of Go Local’s wider expansion of its own-brand portfolio, which now spans more than 250 lines, with significant development planned for 2026.
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