Own Label Division

Aston Manor has achieved this market leading position among own-label producers due to a thorough understanding of the changing face of the own-label cider market. Supermarket own-label brands are no longer cheap alternatives to the major brands. Ranges have expanded and premium own-label lines have come to the fore, especially since the government led change to the Cider definition rule was introduced in September 2010 when a minimum juice level was introduced to all Ciders making the quality of own-label brands rise to be the same as some of the major brands.

Aston Manor work closely with own-label customers to provide a product that customers want. The arrangement allows for efficient working, as we can make full use of production, while avoiding the need to raise our own brand’s prices. It also enables us to differentiate by producing custom formula products that are different from our own brands. In turn, supermarkets make a higher margin on the own-label cider products that we supply.

With own-label branding on traditional consumer items becoming saturated, supermarkets are moving more and more into non-food markets to develop their own labels. It's a market for own-label cider that's growing annually, particularly at the premium end, with Tesco generating £600m in sales from its Finest sub-brand and Sainsbury's revenue from Taste The Difference range totalling up to £300m.

As the own-label cider market expands Aston Manor will continue to be at the forefront of innovation and service.