Scaling the muesli range

Alpen boxes

ALPEN is embarking on an NPD adventure straight out the gate in 2018, unveiling two new flavours in its muesli range.

The firm will roll out Alpen No Added Sugar Strawberry, Cranberry and Raspberry flavour and Alpen No Added Sugar Blueberry, Cherry and Almond flavour.

Support for the new flavours will come in the form of a nationwide TV campaign running from March as well as during the summer months.

Zoe Brimfield, senior brand manager at Alpen said: “Muesli has a perception amongst non-eaters of being a bit bland and boring, but our new delicious flavours prove otherwise.

“We believe that the combination of a great-tasting breakfast and low-sugar levels will appeal to the modern consumer, and we expect the new products to drive growth of the muesli category.

“Healthy eating doesn’t need to be difficult and Alpen’s 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 launch of the new No Added Sugar flavours will be the start of an exciting 12 months for Alpen, with more brand activations and campaigns planned for the year ahead.”