Alpen has reformulated its muesli range and redesigned its packs in a bid to stem declining sales.
The “new and improved recipe” contains more than 30% more fruit and boasts “an even more delicious and flavoursome taste profile”, according to Alpen.
Meanwhile, the pack designs reflect “a more premium and modern brand identity” with “vibrant, natural illustrations”.
The relaunch is being backed by a £2m push – Alpen’s first major campaign in four years – in the hope it will deliver “similar success” to stablemate Weetabix’s 2024 ad campaign, ‘The Weetabix Discovery’.
“We’re proud to finally reveal our new look and recipe for Alpen, to rekindle that enjoyment of breakfast for muesli lovers nationally,” said Alpen head of brand Louise Vickers.
“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,” Vickers added.
Alpen’s value sales fell by 4% to £23.6m on volumes down 7.6% in the year to 7 September 2024, according to NIQ data.
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