Alpen, the UK’s No.1 muesli brand, is capitalising on strong growth performance and reinvigorating the breakfast category with its biggest innovation in years: Alpen Clusters. Landing this Autumn, the two non-HFSS variants – Fruit & Nut and Dark Choc & Berry – combine clusters and flakes for a distinctive texture, with natural manganese from oats to help support energy levels.
Following a premium pack redesign and recipe improvement in 2025, Alpen has been driving a turnaround of the muesli category – outperforming not just muesli, but branded cereals as a whole. The core muesli range is packed with 100 per cent
natural ingredients, and the No Added Sugar variant has recently won a Great Taste Award. Clusters is the next step in that growth story, now channelling Alpen’s success into one of breakfast's fastest-growing segments.
Few products in the cereal aisle are seeing as much momentum as granola, with rising penetration and basket value outpacing the wider category. Clusters is built to capture that opportunity – bringing Alpen’s trusted brand credentials to a segment that's growing fast, while opening up granola's appeal to a whole new audience. Backed by consumer testing, its distinctive taste and texture are winning over shoppers who don't currently buy granola, with an appeal that reaches well beyond the category's core audience.
For retailers, this presents a clear growth driver. Alpen is a proven category leader fuelling the revival of muesli, and with 93 per cent brand awareness, that same brand strength is now behind an innovation designed to recruit incremental shoppers and drive higher basket spend across the cereal aisle.
The launch follows Alpen's return to screens earlier this year with their “It’s The Grown-Up Thing to Do” £1.5m TV, VOD and social campaign, which reached 34 million UK consumers. Clusters will be backed by further above-the-line BVOD activity, sampling, and social content, to ensure the NPD is unmissable to shoppers.
“Alpen has seen impressive growth and continues to drive strong performance in the muesli category,” said Louise Vickers, Head of Brand at Alpen. “That momentum is exactly what we've built on with our latest innovation – taking everything people already love and trust about Alpen to build something that feels completely new.”
“Shoppers today want healthier diets without giving up on flavour, and Clusters delivers on both. High in fibre, HFSS-compliant, and made with familiar ingredients and no artificial colours, flavourings or preservatives, without compromising on taste. This isn't just a new product riding on Alpen's success; it's a statement that muesli deserves its place back at the breakfast table."
Size: 400g, £3.75 MRSP
Flavours: Fruit & Nut and Dark Choc & Berry
Case: 400g x 7, single face
12 months' shelf life