Lighter start to the day

Weetabix has extended its Alpen Light range with a new white chocolate variant

WEETABIX Food Company has expanded its Alpen cereal bar range, offering consumers a lighter way to start their day.

The Alpen Light bars range has been extended with the roll out of a White Chocolate, Raspberry & Shortcake variant.

The new flavour is available in a pack of five at £1.99 RRP in cases of 10 packs of 5x95g bars.

Alpen Light White Chocolate, Raspberry & Shortcake is available through the convenience, wholesale and grocery channels.

Weetabix has been supporting the launch with a dedicated social media campaign.

Nanda Desai, brand manager for Alpen said: “We make sure we keep the Alpen Light range current and continue to deliver on the lead flavour trends in a low-calorie format. Our last two pieces of NPD, Salted Caramel and Jaffa Cake are now our best-selling SKUs.

“Our aim is to bring new tastes and excitement to the range, ensuring the offering is relevant to consumers and retailer’s needs.

“Choice and variety are the key drivers of growth in this category. To keep driving performance forward, it is important that retailers rotate flavours and create diversity in their range. Alpen Light White Chocolate, Raspberry & Shortcake gives them that option.”