Alpen’s ‘Grown-Up’ campaign returns with £1.5m investment

Brakfast brand Alpen has just returned to the air, continuing its mission to reinvigorate the muesli category with a revival of the It’s The Grown-Up Thing to Do TV campaign.

Building on the strong foundations laid last year, Alpen says it has invested £1.5m across TV, VOD and social media. The 30-, 10- and six-second ads will run across TV, BVOD and social, delivering high impact storytelling alongside shorter cut through formats.

This is to be reinforced in stores through shopper activations, feature and display activity across all major supermarkets and convenience stores, Alpen advised.

The campaign is expected to reach up to 32m UK consumers, “reinforcing the brand’s position as the go-to delicious and nutritious choice,” it said.

Last year saw Alpen unveil a refreshed premium pack design and an improved recipe with 30% more fruit, helping online ratings and reviews reach an average of 4.5 stars across retailers.

In 2026, the brand continues this journey with a renewed focus on its 100% natural ingredients.

While the muesli segment has been in long term decline, consumer demand for high fibre, low sugar and natural breakfast options has never been stronger, Alpen said.

With four in five shoppers now seeking healthier diets and two thirds actively looking for natural choices, Alpen is uniquely positioned to meet evolving needs and drive category growth.

At the heart of the campaign is Alpen’s much loved cereal mascot, Ralph. In his younger days, his backstory sees him working as a mascot for other cereal brands, but now he’s grown up.

Louise Vickers, Head of Brand at Alpen, said: “We‘re proud to be back on air once again, readying the nation with delicious goodness made the right way. As the number one muesli brand, we have a responsibility to lead the category forward, not just for Alpen, but for muesli as a whole.

“The new ad aims to remind shoppers that at a certain point in our lives, our tastes mature. Consumers are now taking a more considered approach to how they live and what they eat, and we all still want to enjoy ourselves just as much.”

Alpen will also be taking to the streets with a large-scale sampling activation, reaching up to 100,000 commuters across busy London train stations. Samples will be handed out by Ralph himself, who, following his strong reception in last year’s campaign, will play a more prominent role throughout this year’s activity.

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