Growing the demand throughout breakfast time with Alpen
MUESLI brand Alpen is set to capitalise on its growth performance across the breakfast category with the introduction of two new non-HFSS Clusters packs.
Aiming to tap into the demand for healthier options at breakfast, the new Alpen Clusters packs will roll out across the autumn months in Fruit & Nut and Dark Choc & Berry flavours.
Each pack combines the distinctive crunchy texture of clusters and flakes with natural manganese from the oats to help support consumers’ energy levels throughout the day.
The Alpen Clusters range comes in a 400g pack with an RRP of £3.75.
These new packs follow on from a premium pack redesign and recipe revamp in 2025, which parent firm The Weetabix Food Company has said has paid dividends for the Alpen brand.
The firm cited Nielsen data covering the year to 22 March which found that since the rebrand, Alpen has been driving a turnaround of the muesli category – outperforming other brands not just within muesli, but wider branded cereals as a whole.
Weetabix has said this presents a clear growth driver for retailers by highlighting Alpen as a category leader that is helping to fuel the revival of muesli products across the sector.
Louise Vickers, head of brand at Alpen, said: “Alpen has seen impressive growth and continues to drive strong performance in the muesli category. That momentum is exactly what we’ve built on with our latest innovation – taking everything people already love and trust about Alpen to build something that feels completely new.
“Shoppers today want healthier diets without giving up on flavour, and Clusters delivers on both. High in fibre, HFSS-compliant, and made with familiar ingredients and no artificial colours, flavourings or preservatives, without compromising on taste. This isn’t just a new product riding on Alpen’s success; it’s a statement that muesli deserves its place back at the breakfast table.”
