WEE 1207 Alpen Bars Choc Honeycomb 92 Ctn UK VIS LR

Alpen Light snack bars have been rebranded and reformulated as Delight bars and will be supported by a national sampling campaign.

Available in Chocolate, Caramel & Shortbread; Raspberry Rocky Road; Chocolate Honeycomb; Salted Caramel; White Chocolate, Raspberry & Shortcake; and Chocolate Brownie flavours, the range boasts strong nutritional credentials, with all bars containing less than 100 calories. A multipack of five bars has an RRP of £1.99.

Alpen Delight was developed to cater to shifting needs around snacking. The brand claims that shoppers are looking for products with a positive wellness drive, seeking cereal bars that primarily offer enjoyment, in addition to lower calories, rather than a purely diet-led item.

The launch will be bolstered by a major sampling push throughout the autumn, both in-person and via the Triyit platform, allowing over 40,000 people to trial the bars. Alpen will also partner with a well-known TV personality to run a national PR and social media campaign, ‘Moment of Delight’, whilst there will be significant investment within the snack bar aisles across convenience, wholesale, grocery and foodservice.

Lou Vickers, head of challenger brands at Weetabix Food Company, says: “Alpen Delight is an exciting, modern, and delicious addition to the Alpen portfolio, which we expect will welcome a new audience of snack lovers to the brand, boosting sales for Alpen and the overall category. We’re dialling up the taste and pleasure cues with this launch, offering an indulgent but affordable product that meets the needs of today’s consumers.

“With budgets more squeezed than ever, we know there must be a clear reason to add a new item to the shopping basket, which is why sampling is a central part of this launch, helping us get the bars into the hands of shoppers across the country. We’re putting our money where our mouth is and the ‘Moment of Delight’ marketing activity, which encourages everyone to take a moment to themselves every day, will also increase awareness of the innovation and support sales for retailers.”