Alpen has launched a new consumer campaign across TV, VoD and social media off the back of recent packaging and recipe updates.

The £2m marketing investment follows the new packaging and recipe, which contains 30% more fruit.

It features a mascot called Ralph who recognises the importance of starting the day with a balanced and wholesome breakfast, concluding that choosing muesli is ‘The Grown Up Thing To Do’.

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Louise Vickers, head of brand at Alpen, said: “There is such a significant opportunity in the muesli category for growth and, as the biggest muesli brand we are committed to turning the segment around. This investment is a major step forward for us in reconnecting with Cereal lovers across the nation who are looking for a breakfast that is nutritious but still delicious.

“Armed with new branding, new packaging and our most delicious recipe yet, we want to show shoppers that choosing a healthier, more complete breakfast option is far from boring.”

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