Alpen has launched a new variant, a Salted Caramel flavour, to its range of Light Cereal bars, offering a greater range of healthier snacks. The company is hoping to capitalise on the contemporary trend that saw Salted Caramel becoming a firm favourite with consumers across many different categories.

According to Nielsen Scantrack, dessert flavours within the cereal bar market have been the fastest growing flavour trend in the past year, accounting for £8.7 million value sales.

Helena Blincow, Marketing Manager for Alpen Bars, comments: “It’s important retailers recognise the potential the category has to offer and stock a varied range of bars to satisfy consumers. Our new Salted Caramel flavour gives people the chance to have a deliciously indulgent treat without the guilt.

“It is the ideal time to launch a new flavour as consumers look to kick start the new year in a healthier way. Alpen Light bars deliver a lower calorie snack without compromising on taste and offer a great alternative to some other snacks, such as crisps.”

Alpen Light bars can be found in singles (19g) format and in 5x19g multipacks.

Alpen will be investing £1.5 million for the brand in 2018. The company witnessed a significant 12 percent penetration growth year on year for a period ending in July 2017, and the brand is now worth £26 million in retail sales value.