Brand News

New Alpen Light bar set to delight cereal bar snackers

26th April 2021

Weetabix Food Company launched a new variant this winter to its Alpen Light bars range, White Chocolate, Raspberry & Shortcake, appealing to UK consumers who are looking for healthier snacks. 

Priced at £1.99 MRSP for a pack of five, the new Alpen Light bar delivers on popular flavour trends and contains a delicious treat of real white chocolate chips, raspberries and biscuit pieces at just 67 calories per bar. 

Providing tasty guilt free snacking, Alpen Light Bars are a range of delicious high fibre cereal bars made from the tastiest ingredients, but never at more than 70 calories per bar. The Alpen Light sub brand is currently worth over £14million at RSV and has a loyal customer base. Brand owner Weetabix Food Company is one of the top ten manufacturers in the cereal bars’ category. 

Nanda Desai, Brand Manager for Alpen says: “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 NPD, Salted Caramel and Jaffa Cake are now our best-selling SKUs. 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 & Shortcake gives them that option.”

Alpen Light White Chocolate, Raspberry & Shortcake is rolled out to grocery customers from November 2020 and will be available in convenience and wholesale in the coming months. Supported by a dedicated social media campaign, the new variant will have a key role to play as part of the core range. Stocks come in cases of 10 packs of 5 x 95g bars. 

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