Alpen Chocolate Launch to Boost Muesli Sales

Alpen, the nation’s number one muesli brand, is set to invigorate category sales with the launch of Alpen Chocolate. Available from January 2020, the new variant adds a touch of indulgence to breakfast, whilst maintaining its health-led brand credentials.

Combining creamy rolled oats and toasted wheat flakes with roasted almonds and hazelnuts, juicy raisins and delicious chocolate curls, new Alpen Chocolate has been developed to add excitement to the breakfast aisle, as shoppers demand new and innovative flavour profiles.

Alpen is a £60m brand and is the number one brand within the muesli sector with a 28% market share[1]. Earlier this year Alpen introduced its £1m ‘Reach Your Peak’ campaign which aimed to increase consumer engagement with the muesli category.

Helena Blincow, Marketing Manager, Alpen says: “As category leaders, we are constantly working to develop our portfolio to ensure it meets consumers tastes and needs. We’ve consistently received consumer requests for an Alpen Chocolate variant and this latest product taps into the growing chocolate flavour trend, as well as offering more excitement at breakfast time. With Alpen Chocolate we’ve managed to create a delicious, satisfying taste whilst maintaining our important healthy brand values. As the only chocolate muesli SKU in market, its sure to be a popular choice!”

Alpen Chocolate is available across grocery and convenience from January 2020 with an RRP of £2.49 (case size:6).

All breakfast cereals and drinks across the Weetabix Food Company range have nutritional traffic light information on pack to help shoppers make clear choices.

[1] Source: Nielsen 15th June / Kantar 16th June 2019