Fresh investment into consumer marketing campaign
MUESLI brand Alpen has received a fresh new look and update to its recipe as parent firm The Weetabix Food Company makes a fresh investment into the brand.
Backed by a £2million major consumer campaign – the first of its kind for the brand in four years – the relaunch features a new and improved recipe, with each pack offering consumers 30% more fruit to deliver a more flavoursome taste profile.
The new packs also embrace, what Weetabix has called, a “more premium and modern brand identity” with vibrant natural illustrations across packs that help to lean into the nutritious benefits the brand is known for.
The relaunched Alpen Original Muesli and Alpen No Added Sugar Muesli are available across both 950g and 550g formats across grocery, retail, wholesale and out-of-home channels.
Louise Vickers, head of brand at Alpen, said: “We’re proud to finally reveal our new look and recipe for Alpen, to rekindle that enjoyment of breakfast for muesli lovers nationally.
“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.”
