Alpen has rolled out a new recipe and redesign across its muesli range, backed by a £2m investment into its first major marketing campaign in four years.
The relaunched Alpen range features a brand-new and improved non-HFSS recipe that includes 30% more fruit, is high in fibre and uses only 100% natural ingredients.
Aiming for a more premium and modern brand identity, new packaging and branding boasts vibrant, natural illustrations that lean into the nutritional benefits of muesli.
Louise Vickers, Head of Brand at Alpen, said: “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!”
Relaunched Alpen Original Muesli and Alpen No Added Sugar Muesli is available in new 950g and 550g variants.
