Alpen Oat Granola: Raisins, Almonds & Hazelnuts


Who: Weetabix

What: Alpen Oat Granola: Raisins, Almonds & Hazelnuts

Where: Cereal

How much: £2.99/450g

Why: Breakfast cereal continues to struggle. Value sales fell again last year, by £51.8m, in the face of the ongoing war on sugar [Kantar Worldpanel 52 w/e 11 October 2016]. Alpen (part of the Weetabix portfolio recently bought by Post Holdings) has so far been unable to slow its own downward journey in spite of having targeted healthier-eating shoppers with this granola in two variants: blueberries, cranberries & raspberries and linseeds, pumpkin & sunflower seeds.

Consumer verdict: The mix of ingredients and resealable pack were attractive to many of our consumers before testing - though the price point was less so. On tasting, triallists found the granola “flavoursome” with a “good combination” of ingredients and “crunchy” oat clusters, though some complained about “not enough fruit” and “too much muesli”. More than 40% of our shoppers said they would buy the product at least monthly.

Pre-trial purchase: 58%

Post-trial purchase: 58%

Better than what’s out there: 50%

New and different: 35%

Overall score: 41/50