Muesli brand Alpen is to breathe life into the Cereals category with the reveal of a new recipe and redesign across its iconic muesli range. Backed by a £2m value investment into its first major consumer campaign in four years, it marks a significant milestone for the brand with a complete refresh of its cereal range hitting shelves this January.
The relaunch comes hot off the success of Weetabix’s recent investments back into the category, which saw new and consistent growth for its core line of cereals, with attention now turning to delivering similar success for the company’s second biggest brand, Alpen.
As part of its ambitious drive, the relaunched Alpen range features a brand new and improved recipe. Fruit is the number one driver of liking for Muesli lovers, so the new packs will now offer +30 per cent more fruit, delivering an even more delicious and flavoursome taste profile – which achieved a +30 per cent greater preference from consumer trials.
Embracing a more premium and modern brand identity, the new packaging design and branding boasts vibrant, natural illustrations that lean into the delicious, yet nutritious benefits that Alpen brings.
High in fibre, made with 100 per cent natural ingredients, non-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. Packed to the brim with 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.
“We’re proud to finally reveal our new look and recipe for Alpen, to rekindle that enjoyment of breakfast for Muesli lovers nationally," said Head of Brand Louise Vickers.
“Through a major investment into our product, our packaging and brand, we want to inspire UK consumers who are looking for a naturally delicious, wholesome start to the day that fits with their lifestyle.
“This is a significant new direction for Alpen and what we hope to be a welcome boost to the Cereals category – we’re excited to share more details in the months to come about what we have in store this year to further support our launch and boost Muesli back to its peak!”
Alpen’s new pack and recipe will be rolling out across all major channels, including grocery, retail, wholesale and out of home from 20 January.
The relaunched Alpen Original Muesli and Alpen No Added Sugar Muesli will be made available in new 950g and 550g variants, with +30 per cent more fruit across both formats.
