Bulmers Zesty Blood Orange is four per cent alcohol by volume (ABV) and aimed at under-24s, while the company's new premium cloudy 4.5 per cent ABV Strongbow cider, made with Herefordshire apples, is targeted towards "cider drinkers aged 25 and over".
Heineken on-trade managing director Lawson Mountstevens said: "Our Strongbow dark fruit has added thousands of new consumers and millions of pounds to the category. We are also very confident that Strongbow cloudy apple is the ideal way to meet changing consumer tastes."
Bulmers has also launched a "socially-led website", inviting users to submit their own photos using the #Live Colourful hashtag.
Meanwhile, Somerset-based flavoured cider specialist Brothers has launched a Coconut & Lime variant, to be followed by a Strawberry & Kiwi flavour to mark its 20th anniversary.
Managing director Matthew Showering said: "As an independent family-run business we are under constant pressure from multinational competitors so we are always looking to innovate."