any product that can prove it contains 35% apple juice
can describe itself as cider. There has to be no specification as
to what varieties of apples were used, whether they are in the form
of concentrate or where they came from.
cider has to be made from genuine cider apples
and any attempt to use water and sugar to ‘stretch’
the juice is just cheating!
There is obviously a market for carbonated ‘cider’
made from sugar, concentrate and water but should those products
be allowed to describe themselves as cider? Or should they have
to think of a different name?
Some of these products are better than others but
there is currently a fight for market share over who is prepared
to use slightly more juice to make the product that grabs the biggest
only a matter of time before one of them hits on the novel idea
of using cider apple juice!
Molson Coors told the Advertising Standards Agency
last month that their ‘Carling British Cider’ did not
have to contain any British apples at all because their imported
concentrate was ‘last treated in the UK’ … and
apparently that’s OK with the ASA!