Alpen Light taps into consumer trends with new flavour

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Weetabix Food Company has added a new flavour to its Alpen Light cereal bars range, in a move designed to appeal to shoppers “who are looking for healthier snacks”.

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The White Chocolate, Raspberry, and Shortcake bars are available now in a pack of five, retailing at £1.99 with an introductory price of £1.

The 95g bars contain white chocolate chips, raspberries, and biscuit pieces at “jut 67 calories per bar”.

The launch is supported by a social media campaign.

Nanda Desai, brand manager for Alpen, said: “We make sure we keep the Alpen Light range current and continue to deliver on the lead flavour trends in a low-calorie format.

“Our last two pieces of new product development, Salted Caramel and Jaffa Cake, are now our best-selling products. Our aim is to bring new tastes and excitement to the range, ensuring the offering is relevant to consumers and retailer’s needs.

“Choice and variety are the key drivers of growth in this category.

“To keep driving performance forward, it is important that retailers rotate flavours and create diversity in their range. Alpen Light White Chocolate, Raspberry, and Shortcake gives them that option.”