Alpen, the UK’s number one muesli brand, has unveiled the return of its popular limited-edition tins, which will be given away for free with every purchase of big bag Original and No Added Sugar Alpen muesli.
Available exclusively in Asda from September, the design of the premium tins is inspired by Alpen’s mountain visual heritage and the giveaway will be supported with a social media campaign.
Alpen is a £60m brand[1] and the high-end tin promotion aims to increase Alpen’s penetration in the market, as well as increasing visibility in the home to encourage repeat purchase.
Helena Blincow, Alpen Marketing Manager, said: “We’re really excited by the launch of Alpen tins. Feedback in testing has been really positive and we think customers are going to love the premium look and feel of the product. The tins don’t only provide a great value offer for consumers, but they are ideal for encouraging top-ups to drive repeat sales across the category.
“This is the beginning of an exciting year for the Alpen brand and the campaign will be followed with a £1m marketing spend in 2019 – bringing Alpen’s ‘mountain of taste’ to more customers around the UK.”
Mark Popplewell, Senior Buying Manager, Asda said: “We’re delighted to see this co-created idea come to life. We worked together with the Alpen team to create something which we believe to be both value driving and truly different for the ASDA customer. I’m confident the eye-catching Alpen-branded storage tins will produce strong sales when they land with impact in our stores.”
Alpen Original (1.3kg) and Alpen No Added Sugar (1.1kg) will be sold in the tins from September in Asda stores for a limited time only with an RRP of £4*.
*Pricing at sole discretion of the retailer.
[1] Nielsen data to 16 June 2018
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