Alpen adds ‘bits’ to porridge with its muesli-inspired range
Muesli and snack bar brand Alpen is expanding into the burgeoning porridge category.
Alpen Porridge, which contains rolled oats, Alpen wheat flakes, raisins, nuts and fruit pieces, is pitched at adults and will be available in three variants that must be mixed with hot milk: fruit & nut; raspberry, apple & raisin; and blueberry, cranberry & nuts.
The porridge market’s current offerings were perceived as fairly plain or created using flavourings, claimed Alpen brand manager Hannah Blackburn. “We saw there was nothing with added ‘bits’ so we took our muesli learnings and put it into a porridge,” she said. Sixty per cent of Alpen muesli consumers ate hot cereals in the winter but added their own toppings, she said.
The products, which will be launched in Tesco next week before rolling out to Morrisons at the end of the month, carry a £2.59 rsp for eight sachets but will initially be available at £2 to encourage trial. The launch will be supported by social media and a TV ad that kicks off in January.
Alpen plans to launch a mixed pack of six sachets for the convenience channel and develop ready-to eat porridge pots next year. In muesli, it will launch an apricot and almond variant and apricot and yoghurt flavoured bars in January.
Hot cereals have grown 17% by value [Nielsen 52w/e 17 September 2011], outpacing the 1% increase in sales in the ready-to-eat cereal category. Volume sales of Alpen have remained flat over the past year but are up 6% by value to £29m.
Readers' comments (7)
patricia brown | 26 Jan 2012 10:25
i went shopping in poole yesterday in search of your new range of porridge but was unable to find it. sainsburys and asda do not stock it so please can you tell me when and where it will be available yours very disappointed pat brown.
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patricia case | 26 Jan 2012 15:40
Like the sound of this product, but very dissappointed to find that neither my local Sainsbury's or Asda have it in stock yet! Feel it rather cruel that it has been advertised BEFORE it is available!!!
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Ann | 31 Jan 2012 14:53
Same here. We've been looking in Tesco, Asda, Sainsbury's, Co-op -you name it, we've been there, but can't find the product anywhere. Should have said on the advert "available from.......... in..................store" - I would have saved myself a lot of petrol!
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john connor | 01 Feb 2012 20:39
i have also tried all of these stores in the hamilton area but could not find this product anywhere. canyou please advise which stores stock it?
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rose aston | 08 Feb 2012 14:33
Looked in asda and sainsyburys in sandwell area cannot find product so whats the point advertising a product no one can buy
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don | 10 Feb 2012 1:22
I have been getting it at Tesco for over a month and it leaves Quakers attempt at the starting line .. More flavour, more bite, just all round BETTER.. and no Idont work for Tesco I,m just a pensioner who likes a good filling breakfast..
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sue | 16 Feb 2012 18:54
I cant find this product please help it lookes so nice would love to try it help.......
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