Alpen pumps £2m into brand refresh

Muesli brand Alpen is conducting a major brand relaunch backed by £2m this month to coincide with its 50th anniversary.

The "Up and Alpen" campaign includes a new TV ad, pack design and website as part of its “biggest campaign in years”.

It marks the brand's to TV for the first time in over four years and it will run alongside a social media campaign across Instagram and Facebook. In addition, a refreshed consumer-facing website showcases Alpen’s Swiss roots and contains recipe ideas.

“Here at Alpen, we’ve brought uplifting mornings to adventurous breakfast-loving Brits for 50 years with our delicious portfolio," said head of brand Helena Blincow. "We have a 31 per cent share of the muesli category and have grown by +4 per cent year on year.

“In the last year, 5.6 million UK households have purchased Alpen muesli or bars, and we’re now worth over £50 million annually. As we reach such a big milestone, there couldn’t be a better time to revitalise the brand and accelerate its popularity even further with a substantial investment.”