Heineken UK has redesigned the packaging for its Bulmers cider range to make the bottles stand out better on shelves.

The new look has been created by design consultancy JKR and will be rolled out from this month.

The bottles now have a "distinctive" new shape and a revised front label intended to make them more obvious on shelves and "enhance consumer perceptions of Bulmers as a premium cider brand".

Along with the new packaging Heineken is also launching a new "quality apple cider", Bulmers No17, in June.

Sanjay Patel, brands director for cider at Heineken UK, said: "The new Bulmers packaging design communicates the brand’s quality credentials in a bright, modern way while maintaining the brand’s heritage and authenticity.

"The new look will also address research which shows that consumers are confused by the number of brand variants on shelf.

"New contrastingly-coloured labels and the introduction of green glass bottles for Bulmers Pear, clear glass bottles for flavour variants and brown glass for Bulmers Original will help drinkers to instantly recognise their favourite brand in even the most-crowded fixtures and bar fridges."