Alpen has announced the launch of a new TV campaign.

On air from 1st May through to September, the Alpen advertising will coincide with a pack refresh, designed to celebrate its authentic Alpine roots.

The new design has been created to provide greater stand out on shelf.

Stuart White, head of brand for Alpen, said: “2017 is set to be a massive year for Alpen. By giving the brand a bold new look and by injecting £4million into a heavyweight TV campaign and stand out POS in-store, we will ensure Alpen becomes even more front of mind with consumers.

“Alpen is the original muesli and despite being steeped in history, in a declining category it’s more important than ever that the brand brings in new consumers. Alpen believes healthy eating doesn’t need to be hard and its proposition of great tasting, rewarding food made from a blend of real ingredients, is as relevant for consumers today as it’s ever been.”

The new Alpen TV advertisement, with the strapline ‘Mountains of Taste’, will be showcased across terrestrial and digital channels for five months until September. The 30 second ad takes the brand back to where it belongs – The Alps – telling the story of four Swiss builders enjoying their take on the Full English breakfast, or in this case their Full Alpen, to set them up for their day ahead.

The new pack design will be rolled out across the Alpen portfolio, including its Original and No Added Sugar Mueslis, as well as its three Granola products.