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Alpen is hoping to breathe life into the cereals category with a new recipe and redesign across its range.

Backed by a £2m value investment into its first major consumer campaign in four years, it marks a significant milestone, with a complete refresh of its cereal range just hitting shelves.

The relaunch comes after Weetabix’s recent investments into the category, which saw new and consistent growth for its core line of cereals, with attention now turning to delivering similar success for the company’s second biggest brand, Alpen.

The relaunched range features a new and improved recipe. Fruit is the number one driver for muesli lovers, so the new packs will now offer 30% more, delivering a taste profile which achieved a 30% greater preference in consumer trials. As well as this, the new packaging design and branding boasts vibrant, natural illustrations that lean into the nutritious benefits Alpen brings.

Louise Vickers, head of brand at Alpen, said: “We’re proud to reveal our new look and recipe for Alpen. Through a major investment into our product, packaging and brand, we want to offer UK consumers a delicious, wholesome start to the day that fits with their lifestyle.

“This is a significant new direction for Alpen and one we hope to be a welcome boost to the cereals category. We’re excited to share more details about what we have in store this year to further support our launch and boost muesli back to its peak.”

The relaunched Alpen Original and No Added Sugar lines will be available in new 950g and 550g variants.