The Weetabix Food Company is ramping up its attack on Dorset Cereals with the complete roll-out of the new slim-box packaging across the whole Alpen range.

It is also launching three new premium products into the Alpen portfolio this month in a bid to strengthen its position as category leader in muesli. The new luxury oat, flakes & clusters, containing morello cherries, pecans and wholegrain oat flakes, along with two new granolas that contain fine dark chocolate, cranberries and Angelino plums, will be backed with a £2m press ad campaign in the spring.

Although Alpen dominates the sector, with sales of its core line at £13.2m [Nielsen 52 w/e 6 October 2007], Dorset Cereals has been stealing share at the premium end. Dorset is set to repeat total sales of more than £20m for 2007, following a 122% increase in sales of its ready-to-eat cereals to £15.1m for the year to October.