ALPEN LIGHTENS UP RANGE FOR NEW YEAR
Alpen has launched a new variant to its range of Light Cereal bars. A Salted Caramel flavour has been introduced to help retailers offer a greater range of healthier snacks.
Dessert flavours within the cereal bar market have been the fastest growing flavour trend in the past year, accounting for £8.7m value sales. Salted Caramel has been a firm favourite with consumers across many different categories and now Alpen is hoping to capitalise on this trend with its latest NPD.
The new cereal bars marks the start of an exciting year for Alpen who will be investing £1.5 million in above the line media spend for the brand in 2018.
Helena Blincow, Marketing Manager for Alpen Bars, comments: “At less than 70 calories, Alpen Light bars are packed with flavour and allow consumers to make a positive snacking choice. Cereal bars remain in growth with Alpen witnessing a significant 12% penetration growth year on year. The brand is now worth £26m retail sales value so it’s important retailers recognise the potential the category has to offer and stock a varied range of bars to satisfy consumers. Our new Salted Caramel flavour gives people the chance to have a deliciously indulgent treat without the guilt.
“It is the ideal time to launch a new flavour as consumers look to kick start the new year in a healthier way. Alpen Light bars deliver a lower calorie snack without compromising on taste and offer a great alternative to some other snacks, such as crisps.”
In addition to the 5x19g multipacks (available from grocery and convenience at an MRRSP of £1.99), Alpen Light bars can be found in a singles (19g) format where a 39p Price Marked Pack is available to retailers.
The Alpen Light range includes Jaffa Cake, Banoffee, Cherry Bakewell, Double Chocolate, Chocolate & Fudge, Summer Fruits and now Salted Caramel.
Nielsen Scantrack, data to 7th October 2017
 Kantar: 52 week data to 16th July 2017
Nielsen: 52 week data to 7th October 2017