The cider is mass-produced using non-traditional methods, and so does not fit the definition of 'real cider' set by the Campaign for Real Ale [4]. Where traditional cider is made with whole pressed apples fermented by the wild yeasts present on the skins, Blackthorn contains apple concentrate, sugar and sweeteners and is fermented with a controlled yeast strain.
In March 2009, Blackthorn was reformulated. It was not well received by many consumers in its heartland in the south west of England, who defaced The 'Black is Back' advertising campaign with 'Black is Cr*p', alerted the press to their cause and organised Facebook protests.