Alpen, the cereal brand owned by Weetabix, has reformulated its muesli range and redesigned its packs.
The “improved” recipe contains 30% more fruit and has an “even more delicious and flavoursome taste profile” – which achieved a +30% greater preference in consumer trials.
Meanwhile, the packs have been given a more premium and modern identity with “vibrant, natural illustrations”.
The relaunch will backed by a £2m investment into Alpen’s first major consumer campaign in four years.
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!”
Alpen’s new pack and recipe are rolling out across all major channels, including grocery, retail, wholesale and out-of-home. The relaunched Alpen Original Muesli and Alpen No Added Sugar Muesli will be available in new 950g and 550g variants, with +30% more fruit across both formats.
