Alpen has made its first foray into cake flavours with the launch of Bakewell cereal bars.

The wholegrain Light Cherry Bakewell bars contain wheat flakes, oats and cherry pieces drizzled with yoghurt and have 70 calories each (rsp: £1.99/five-pack). Alpen is also expanding its Original bars range with an apricot & yoghurt flavour crispy rice bar (rsp: £1.99/five-pack).

Both will launch on 19 March in Tesco, followed by other major mults.

Kellogg’s, meanwhile, has launched a high-fibre cereal bar under its Special K brand. Chewy Delight, available in milk and dark chocolate variants, has 99 calories per bar (£1.99/four-pack). It is being backed by a £675,000 TV push.