Alpen is introducing its new Delight bars, an update to its range of Alpen Light bars.
Available in six flavours, including the new Chocolate, Caramel & Shortbread, Raspberry Rocky Road, and Chocolate Honeycomb, the range has undergone a makeover with updated packaging,
Alpen stated that the Delight range was developed to cater to the shifting needs around snacking. It said that shoppers are looking for products with a “positive wellness drive, seeking cereal bars that primarily offer enjoyment, in addition to lower calories, rather than a purely diet-led item”. All the bars contain less than 100 calories.
The launch will be supported by a sampling push throughout the autumn, both in-person and via the Triyit platform, allowing over 40,000 people to trial the bars. Alpen will also partner with a well-known TV personality to run a national PR and social media campaign, ‘Moment of Delight’, whilst there will be investment within the snack bar aisles across grocery, convenience, wholesale, and foodservice.
With the cereal bar market as a whole having been in decline for several years, the shift in focus is aimed at reinvigorating the Alpen bars offer, with the Delight range positioned to cater for consumers wanting a moment of permissible indulgence, over ‘cutting back’.
Lou Vickers, Head of Challenger Brands at Weetabix Food Company, commented: “Alpen Delight is an exciting, modern, and delicious addition to the Alpen portfolio, which we expect will welcome a new audience of snack lovers to the brand, boosting sales for Alpen and the overall category. We’re dialling up the taste and pleasure cues with this launch, offering an indulgent but affordable product that meets the needs of today’s consumers.
“With budgets more squeezed than ever, we know there must be a clear reason to add a new item to the shopping basket, which is why sampling is a central part of this launch, helping us get the bars into the hands of shoppers across the country. We’re putting our money where our mouth is and the ‘Moment of Delight’ marketing activity, which encourages everyone to take a moment to themselves every day, will also increase awareness of the innovation and support sales for retailers.”
Alpen Delight Bars will be available across grocery, convenience, wholesale and foodservice from October, with a RRP of £1.99 (multipack x 5 bars).
