Alpen Protein Bars

Alpen is entering the protein bar market for the first time with the launch of a two-strong Alpen Protein range.

The new bars: Chocolate; and Berries & Yoghurt, contain 19g of protein per 100g, high levels of fibre and less than 130 calories per bar.

Protein products have added more than £18m to the cereal bar category in the last year and Alpen is hoping its new range will drive further penetration and value into the category [Nielsen Data to 26 January 2019].

Helena Blincow, Alpen marketing manager at brand owner Weetabix, said: “Alpen’s new range of protein bars have mass market appeal, both chocolate and berries & yoghurt continue to prove popular flavours in research with our consumers. We believe our new launch can further increase the penetration of protein products for retailers, adding value to the category.

“With 100% more protein than the average cereal bar, Alpen Protein bars are perfect for the increasingly on-the-move lifestyles of consumers. As well as this, the high protein levels, combined with low calories per bar will also help to further drive health perceptions for the cereal bar category.”

Blincow added: “We haven’t forgotten how important taste is when it comes to repeat purchase and the bars were top performing in our research taste tests, so we’re confident consumers will incorporate Alpen Protein bars into a regular part of their active lifestyles.”

Alpen Protein Bars are available to convenience stores now in two formats: a multi-pack of five (rrp £2.69); and singles (rrp 69p). The launch of the products forms part of the brand’s £1m investment for 2019.