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Alpen, the UK’s number one Muesli Brand[1], is launching an on-pack competition for one lucky shopper to bag a £25,000 garden makeover as part of a new partnership with BBC Gardener’s World. The £300,000 campaign with the UK’s biggest gardening brand will unlock increased visibility of the muesli to 7.3 million adults among Alpen’s key demographic.

The competition will be live online from 15th April – with promotional packaging for Alpen’s 550g Original and No Added Sugar variants appearing in store from mid-May – until its closure at midnight on 31st October 2024. The packs will also offer customers the chance to sample a three-month subscription to Gardenersworld.com, accessing premium horticultural content to enjoy with their muesli.

The partnership is supported far beyond the shelf, with further print advertising in titles like BBC Good Food Magazine and Radio Times, as well as amplification of the partnership and competition through BBC digital platforms. In addition, Alpen will be sponsoring the magazine’s Garden of the Year contest for 2024.

Commenting on the partnership, Louise Vickers, Head of Marketing at Alpen, said: “Alpen has nature to thank for its wholesome and nutritious[2], yet incredibly tasty, muesli. Our cereal is made with 100% natural ingredients to produce a delicious combination of wholesome oats and wheat with sweet fruit and crunchy nuts.

“Through this exciting partnership between Alpen and BBC Gardener’s World Magazine, we’re reaffirming our commitment to using 100% natural ingredients by associating with a brand that champions the natural world and an audience that’s equally engaged with nature. What’s more, we’re certain that the scale of the partnership will deliver exceptional brand awareness with a focus on Alpen’s target 45 plus age bracket. It’s also further proof of the enduring power of brand. Weetabix Food Company products give you more with every box: high quality product from sustainable sources, great nutritional credentials, 100% recyclable packaging – and added value to reward our loyal customers, like this brilliant on-pack promotion for a once-in-a-lifetime opportunity for Alpen lovers.”

The BBC Gardener’s World promotion is available on Alpen Original Muesli and Alpen No Added Sugar Muesli in 550g x 10 and 550g x 6 cases, which RRP at £2.89*.

*Prices at retailer’s discretion.

[1] Nielsen, Muesli Category, Volume & Value category share, 12 week ending 02/12/23

[2] Reducing consumption of sodium contributes to the maintenance of normal blood pressure as part of a healthy diet and lifestyle

[3] Nielsen, 52 weeks to 22.04.23

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