Alpen celebrates 50th birthday with brand relaunch and new advert


Alpen, the UK’s number one muesli, is celebrating its 50th birthday this June with a brand relaunch. The £2million investment includes a new TV creative, pack design and website as part of its biggest campaign in recent years – ‘Up & Alpen’.

Returning to TV for the first time in over four years, the striking new ad perfectly showcases the ‘Up & Alpen’ proposition thanks to the help of an energetic alpine ram, outlining how Alpen can give everyone the endurance to climb their own personal mountains.

The £50 million brand, which can already be found in a fifth of UK households, has also unveiled refreshed packaging celebrating its rich heritage. Rolling out from mid-May*, the pack will feature an eye-catching alpine design, delicious product shots and call out its natural health credentials.

A social media campaign will run across the brand’s Instagram and Facebook pages, encouraging the UK public to ‘get up, get out there and get to it’ with Alpen. In addition, a refreshed consumer-facing website showcases Alpen’s Swiss roots and contains inspirational recipes ideas. 

Helena Blincow, head of brand, Alpen says: “Here at Alpen, we’ve 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’s why we’re the UK’s original and number one branded muesli!”

“In the last year, 5.6 million UK households have purchased Alpen muesli or bars[4], and we’re now worth over £50 million annually. As we reach such a big milestone, there couldn’t be a better time to revitalise the brand and accelerate its popularity even further with a substantial investment.

“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.”

*New pack design across the Alpen muesli portfolio; 550g box and 1.1kg bags: variants Original, No Added Sugar, Simply Berries and Chocolate (£2.49 box; £3.99 bags).