New Alpen cereal bars
UK muesli brand Alpen is supporting the returning-to-growth cereal bar category with the launch of Alpen Oat Blends, a brand-new offering that it said delivers on taste without compromising health.
Available in three flavours – Salted Caramel, Dark Chocolate Orange and Cocoa & Peanut – Alpen Oat Blends are a blend of oats, nuts and fruits with a caramel centre and topped with crunchy nuts or nibs.
The Alpen Oat Blends bars are high in fibre and have no red traffic lights.
Helena Blincow, Head of Brand, Alpen, said: “The current cereal bar landscape aims to meet a number of needs along a spectrum from healthy to tasty, but many of the latter fall short on consumers’ health expectations.
“With more people than ever looking for both tasty and wholesome foods, and not wanting to compromise on health, there is a clear opportunity to deliver products that meet these needs and drive real choice and excitement in the category, which is why we’ve launched Alpen Oat Blends.
“The cereal bar category has also returned to growth - up 6% in the last three months - driven by a rise in on the move snacking, so it’s the ideal time to maximise the launch.
“Furthermore, the bars scored incredibly well in consumer taste tests, with more than three quarters of those questioned stating they would buy Alpen Oat Blends. We’re excited to get the nation ‘Up and Alpen’ with healthy and wholesome snacks, as well as support the growth of the wider cereal bars category.”
The full range of Alpen Oat Blend Bars are initially available in Asda from October, with an RRP of £2.99 (4x 32g).
Image supplied by Alpen