Alpen launches major TV campaign

Leading muesli brand Alpen has unveiled its brand new major consumer campaign with the launch of media creative, “Alpen, it’s The Grown Up Thing To Do”.

The campaign follows Alpen’s recent investment in both packaging and product – after launching new premium and modern brand identity in January 2025, coupled with a new recipe with 30 per cent more fruit – which is the number one driver of liking for Muesli lovers.

The £2m value investment across TV, VOD and Social Media is expected to engage shoppers further, delivering news of Alpen’s significant refresh to screens nationwide.

The campaign comes hot off the success of parent-brand Weetabix’s renewed category investments, which saw consistent growth for its core line of cereals, with Alpen committed to revitalising the muesli category with the same level of drive this year.

The campaign introduces Alpen’s new cereal mascot, Ralph, who, like Alpen’s core audience, recognises the importance of starting his day with a balanced and wholesome, yet delicious breakfast, as he’s matured. The creative combines feelings of nostalgia and warmth through a humorous lens. It concludes that choosing Muesli is the ‘grown up thing to do’, with Alpen offering a start to the day that balances health and taste, without compromise.

Developed in partnership with creative agency, Mother, the campaign will include both 30s and 10s ad spots across primetime television and major social networks, including: ITV’s new historical drama Ruth Ellis Story, as well as prime time favourites Gogglebox, 24 hours in A&E and MAFS Australia, with an expected reach of up to 20 million consumers nationally.

“We’re incredibly excited to be back on air, as the number one brand in the category, this is exactly where we need to be. We knew that our creative had to cut through to resonate with our target audience and we believe we’ve achieved that with Ralph,” Louise Vickers, head of brand at Alpen, said.

“There is such a significant opportunity in the Muesli category for growth and, as the biggest Muesli brand we are committed to turning the segment around. This investment is a major step forward for us in reconnecting with Cereal lovers across the nation who are looking for a breakfast that is nutritious but still delicious.

“Armed with new branding, new packaging and our most delicious recipe yet, we want to show shoppers that choosing a healthier, more complete breakfast option is far from boring!”

High in fibre, made with 100% natural ingredients, HFSS compliant and made with a delicious blend of wholegrains, Alpen is backed by a revitalised message of being a tasty, but healthy choice for breakfast. Brimful of toasted wheat flakes, creamy rolled oats, crunchy nuts and juicy raisins, the relaunch looks to bring muesli back to its peak in cereal aisles at a key time of year for healthier eating.