Alpen celebrates 50th birthday with £2m re-design and campaign

The “Up & Alpen” TV campaign is supported by social media advertising across the brand’s Instagram and Facebook pages.

The new pack design is running across Alpen’s 550g box and 1.1kg bags in Original, No Added Sugar, Simply Berries and Chocolate varieties, featuring an “eye-catching” alpine design and product shots.

Helena Blincow, head of brand at Alpen, said: “Here at Alpen, we have brought uplifting mornings to adventurous breakfast-loving Brits for 50 years with our delicious portfolio.

“We have a 31% share of the muesli category and have grown by 4% year on year – that is why we are the UK’s original and number one branded muesli.

“In the last year, 5.6 million UK households have purchased Alpen muesli or bars, and we are now worth over £50m annually.

“Our bold new design and ‘Up & Alpen’ campaign will launch just ahead of traditionally busy summer months for the category, raising awareness of the portfolio and bringing more new and existing customers to the aisle.”

The entry deadline for the Retail Industry Awards – which reward excellence across a raft of different categories – has been extended to to 11 June. Find everything you need to enter here.