Cross Leaved Heath (Erica tetralix)
On closer examination you will find that the pale heather only has a few 'bells' around the top of each stem. This is because it is Cross Leaved Heath rather than Bell Heather.
While Bell Heather likes the dry areas, Cross Leaved Heath likes the wetter, almost boggy, acid soils of the heaths.
Flowering in June, a bit earlier than Bell Heather, Cross Leaved Heath is a common flower of the heathland right through until September.