C&C Group has withdrawn its Magners mid-strength cider variant in the UK, after testing the extension in Tesco and Waitrose.

The brand was first introduced in 500 Tesco stores as an exclusive in September 2008, and was later listed by its take-home rival, but never made it into the on-trade.

Magners Mid-Strength was packaged in a pint bottle and, like the main Magners brand, was designed to be served over ice.

"It's been discontinued," said Scott Fairbairn, Magners marketing manager, today (9 October). "The rate-of-sale was static for a while and then dropped off. It suffered from a lack of consumer perception of a need for a lower-strength product."

Fairbairn said there were no plans to axe its low-calorie Magners Light brand which had demonstrated a "very strong consumer requirement".

Tesco has championed the mid-strength beer and cider category in the UK with a number of exclusive listings including Hall & Woodhouse's Harvester ale, Beck's Green Lemon and Carlsberg Mid-Strength.