Alpen has launched a range of large cereal bars it claims will meet growing demand for more satisfying snacks.

Trail Bars are rolling out to Tesco and Asda now in Fruits & Nuts, Big Berries and Chunky Nuts flavours (rsp: 79p each or £1.99/three-pack).

Weighing 48g compared with 19g to 28g for a standard Alpen cereal bar, the ‘fibre-filled’ bars would plug a gap in the market for a more filling bar, said brand manager Ciara O’Connor, adding that they would drive incremental growth. The launch is being supported by TV, social media and sampling.

Alpen bar sales have fallen 0.3% to £28.3m in the past year in a category down 3.9% [Nielsen 52 w/e 18 October 2013].