Alpen revamped pack 2017

 The ad push comes as the brand has introduced new-look packs

Alpen is set this bank holiday weekend to kick off a £4m campaign that sees the Weetabix brand celebrate its Swiss influences.

Making its TV debut on 1 May, new TV ad Mountains of Flavour sees Alpine labourers ordering a “Full Alpen” breakfast. The 30-second commercial, which will run until September, has been launched to coincide with a pack refresh that emphasises the British muesli’s associations with Switzerland.

The design overhaul across all variants, including granolas, was part of a “massive year” for Alpen, said head of brand Stuart White.

“By giving the brand a bold new look, and by injecting £4m into a heavyweight TV campaign and standout PoS in-store, we will ensure Alpen becomes even more front of mind with consumers,” he added.

Under new ownership following Post Holdings’ £1.4bn buyout of Weetabix, Alpen is bucking ready to eat cereal’s trend, with value sales up 1.3% to £30.7m in a sector that has slumped 5.1%, losing £60.4m [IRI 52 w/e 3 December 2016].