Alpen is giving its cereal bar range a fresh look and bringing back its coconut & chocolate variant to coincide with the brand’s redesign.

Alpen Bars Revamp

Packs of Alpen bars will now feature clearer flavour differentiation and food visuals. New shelf ready packaging is also being launched to improve the range’s impact in stores.

The Alpen Light range will also sport stronger health claims, with high fibre messaging and exact calorie information now front of pack (all Light bars contain fewer than 70 calories).

Furthermore, new and improved recipes are being rolled out across all standard Alpen bars, which includes a 20% sugar reduction. Rejoining the Alpen range is coconut & chocolate - now made with a high fibre recipe combining rolled oats and wheat flakes with coconut pieces and milk chocolate. Each bar contains less than 130 calories.

Helena Blincow, marketing manager for Alpen, said: “Our bars are bursting with delicious ingredients and we wanted to draw this out with more impact through our enticing new pack designs. We’re confident the new look Alpen Bars range will have a real impact on shelf.

“The newly designed shelf ready packaging is a win-win for both consumers and retailers. It provides a neater, clearer look on fixture, whilst improving navigation and messaging for shoppers with key health claims and flavour call outs on the front lip. We’re confident this will help to drive sales for retailers, further adding value to the category.”

She added: “Taste is paramount when it comes to repeat purchase, so new and improved recipes have been introduced across our standard bars, as well as bringing back a consumer favourite Alpen Coconut & Chocolate”.

The new look Alpen bars are available to c-stores now (rrp £1.99 per multi-pack of 5 x 29g bars).