Old Mout Cider and WWF announce multi-million-pound wildlife conservation campaign


Old Mout Cider has launched its largest campaign to date in partnership with WWF to protect and conserve the Amazon Rainforest.

For every limited edition pack of Old Mout Cider sold, 50p will be donated to the world’s leading independent conservation organisation, WWF.

Sold in packs of 10, flavours including Kiwi & Lime, Berries & cherries, Strawberry & Apple and Pineapple & Raspberry will feature special edition designs.

Taking place across TV and social channels until 31 July, this campaign is the most recent of the partnerships efforts to protect and conserve wildlife.

The New Zealand born cider company and WWF, which are entering the fourth year of their partnership, have already helped to support the protection of 500,000 acres of natural habitat around the world.

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“The launch of our limited-edition WWF packs, will not only raise awareness of our invaluable partnership, but allow consumers to learn more about the work of WWF,” Heineken UK marketing director Rachel Holms said.

“As the cider category leaders, Heineken UK is constantly looking for ways to create a positive future. Since 2019, Old Mout and WWF have been educating the world on the importance of reducing human impact on the environment.”

Holms added: “Habitat loss is one of the leading threats to animals across the globe.”

In the past two years, the partnership has helped to change the status of New Zealand’s national bird, the kiwi, from ‘endangered’ to ‘vulnerable’. Also the icon of the Old Mout brand, along with WWF, they aim to help other endangered species including the jaguar and the giant anteater, both found in the Amazon.

The 100% recyclable and vegan limited edition cider packs can be found online and in-store at supermarkets including Tesco, Asda and Morrisons.

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