Oat-based cereal bar launched in three on-trend flavours

Alpen, the UK’s number one muesli[1], is supporting the returning-to-growth cereal bar category with the launch of Alpen Oat Blends, a brand-new offering that delivers on taste without compromising health.

Available in three delicious flavours – Salted Caramel, Dark Chocolate Orange and Cocoa & Peanut – Alpen Oat Blends are a wholesome blend of oats, nuts and fruits with a sumptuous caramel centre and topped with crunchy nuts or nibs.

As well as the luxurious flavours, the Alpen Oat Blends bars also deliver best-in-class nutritional’s compared to its competitors, being both high in fibre and having no red traffic lights.

The premium taste and unique format enable a recommended price position of £2.99 (4x 32g), and the launch is backed by in-store and digital promotions as part of the brands biggest campaign in recent years – ‘Up & Alpen’.

Helena Blincow, Head of Brand, Alpen, says: “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[2] – 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[3]. 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).


[1] Nielsen 52 w/e 11th September 2021

[2] Latest 12 weeks – Nielsen Answers data to 11th Sept 2021

[3] Wirral Sensory Services, July 2021

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