Heineken UK will be including nutritional information on the labels of its cider products to increase transparency.

Beginning this year, calorie details will be available on various Heineken products, including Strongbow, Bulmers and Old Mout.

Heineken UK marketing director Cindy Tervoort said: “We have already made the changes on our beers and now our entire range of ciders will give consumers calorie and ingredient information to help them make informed choices. We hope this move will inspire the rest of the cider industry to follow.

“We’re incredibly proud of the new and improved Bulmers apple cider. The new recipe champions Bulmers’ rich British heritage. By expanding our orchard range with variants such as Hastings and Amanda apples, Bulmers cider now has a natural, authentic sweetness that new and existing consumers have shown great enthusiasm for, and all with 30% less sugar.”

In an effort to increase the brand’s appeal, the company launched a cider with 30% less sugar.

Over the past two years, Heineken is said to have invested £58m in its cider operations in Herefordshire, UK, to enhance the sustainability of its cider production.

Last June, Heineken UK announced its investment in Star Pubs & Bars this year has reached £44m. The investment is reported to be more than double the amount that was invested last year, and it brings the company’s total expenditure on pubs to almost £140m over the last five years.