Alpen has added its first chocolate muesli – as data reveals sales of the brand have plunged over the past year.
The muesli is made up of rolled oats, toasted wheat flakes, roasted almonds and hazelnuts, raisins and chocolate ‘curls’, and rolls out from January (rsp: £2.49/550g).
Alpen said the launch would add “a touch of indulgence to breakfast” and that it had recieved numerous requests for a chocolate SKU.
It will roll into Morrisons and Asda in Janaury (rsp: £2.49/550g).
Yet it comes after Alpen volumes fell 11.5% over the past year, latest data shows, with value sales down 5.3% (£1.4m) to £25.6m [Nielsen 52 w/e 10 August 2019].
Alpen-owner Weetabix’s marketing director Francesca Theokli blamed a “move away from deep discounting”, which saw “light promotional buyers leave the brand”.
“In 2020 we will return with an exciting drive to convert the brand’s strong awareness through to purchase in store, with activation in the spring/summer.”
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