Alpen, the nation’s number one muesli brand[1], is extending its range with the launch of Alpen Create. The new product encourages consumers to enjoy muesli ‘their way’ and for the first time does not include raisins.

The new cereal from the £60m brand is made with all-natural ingredients, contains no added sugar and is high in fibre. The traditional rolled oats and toasted wholegrain wheat flakes, combined with Alpen’s signature dairy blend, makes for a delicious, creamy taste. Also, unlike other mueslis in the Alpen range, Alpen Create does not include raisins, following research suggesting 25% of shoppers dislike them[2].

The product was created in order to tap into the trend for more personalisation at the breakfast table, with 26bn breakfast occasions personalised each year in the UK[3] – Alpen expects the innovation to bring new shoppers to the muesli category.

Helena Blincow, Marketing Manager, Alpen says: “We developed Alpen Create to meet the trend from consumers to personalise their breakfast. It is the perfect base for consumers to make a breakfast ‘their way’, by simply adding their favourite toppings. We spotted a gap in the muesli sector for a flexible product like this, which also didn’t contain raisins and believe we can bring new shoppers to the category with this launch.

“The breakfast category is more dynamic than ever and it’s vital that brands innovate their offering. As the UK’s leading muesli brand, we believe it’s important to help drive the category forward and we will continue to invest in the Alpen brand in the year ahead with an exciting new £1m campaign launching this spring.”

Alpen Create is available across grocery and convenience from February with an RSP of £2.99 (1kg pack).

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] Nielsen 29th January 2019

[2] Join The Dots June 2018

[3] Occasions Kantar WPO 52 w/e 25 Feb 18

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