Alpen cereal bars are switching mountains for medics with a new TV sponsorship deal with hit show Grey's Anatomy. The idents will start appearing from 21 January and are part of Weetabix Group's "significant above-the-line media spend" for the Alpen brand this year.

Later in the year, the core cereals brand will sponsor forthcoming US TV show Cougar Town and Private Practice, a Grey's Anatomy spin-off.