15 Jan 2008


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Alpen range gets a makeover and three new products

Weetabix Food Company

Alpen

cereals

Source : Weetabix Food Company
The Weetabix Food Company has given the Alpen range a makeover.

Alpen luxury granola

Not only are there three new products launching but the packaging for the entire range has been updated with a new modern look.

Alpen, the number one Swiss-style muesli, will be joined by new Alpen luxury oat, flakes & clusters as well as two new Alpen luxury granolas. All three lines are due to hit stores in January 2008.

New Alpen luxury oat, flakes & clusters contains morello cherries, pecans, hazelnuts, raisins, wholegrain oat flakes, toasted oat clusters and rolled oats. This line joins the two existing premium muesli products which launched in June 2007 - Alpen high fruit and Alpen nut crunch - and marked the beginning of the Alpen range rejuvenation.

To further develop the Alpen brand and build on the strong growth in the granola and ‘tasty’ cereal market, two new premium products will be added to the range - two new granolas; Alpen luxury granola chocolate clusters with finest dark chocolate chunks, hazelnuts and flame raisins and Alpen luxury granola cinnamon clusters with the finest cranberries, Angelino plums and pecans.

Tony Corp, marketing controller for The Weetabix Food Company, comments: “This is one of the fastest growing segments of the cereal market and these three new Alpen products offer a fantastic opportunity for retailers. With quality and taste guaranteed we expect sales to perform strongly.”

Alpen repackaging

To complement Alpen’s new product development, the entire range has a new look. Alpen original, Alpen no added sugar, Alpen high fruit and Alpen nut crunch have already had their pack designs refreshed and modernised together with the complete range of Alpen cereal bars. The new muesli and granolas follow the new Alpen design, creating a unified and easily identifiable brand on shelf.

Marketing support

The new Alpen luxury granolas and Alpen luxury oat, flakes & clusters product launches will be supported by a £2m advertising campaign.

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geoff burns	12 Jun 2008 16:55:04
hi impossible to obtain the luxury choc alpen tried everywhere got one box sold out quickly

Beneboy2802	19 Jun 2008 13:32:05
The Alpen luxury Cinnamon Granola cereal is absolutely delicious!! In fact it's soooo mourish that I end up eating it a small snack throughout the day. - The cinnamon works really well with the cereal, and (although I'm not a great fan of cinnamon) it is really subtle and a have you wanting more and more!! Also, the chewy bits of plum and cranberry provide a highly pleasant range of textures. But hey.....don't take my word for it...try it yourself!!!