Weetabix launches new variant to Alpen Light range

Weetabix Food Company has announced the launch of a new variant to its Alpen Light bars range: White Chocolate, Raspberry & Shortcake.

Available now, the product will appeal to consumers who are looking for healthier snacks, containing just 67 calories per bar.

“We make sure we keep the Alpen Light range current and continue to deliver on the lead flavour trends in a low-calorie format,” commented Nanda Desai, brand manager for Alpen. “Our last two pieces of NPD, Salted Caramel and Jaffa Cake are now our best-selling SKUs. Our aim is to bring new tastes and excitement to the range, ensuring the offering is relevant to consumers and retailer’s needs.”

Light White Chocolate, Raspberry & Shortcake is being rolled out to grocery, convenience and wholesale from November, supported by a dedicated social media campaign. Priced at £1.99 MRSP for a pack of five, the product is available in-store now at a promotional price of £1.

“Choice and variety are the key drivers of growth in this category. To keep driving performance forward, it is important that retailers rotate flavours and create diversity in their range. Alpen Light White Chocolate, Raspberry & Shortcake gives them that option,” Desai added.

The Alpen Light sub brand, which provides guilt-free snacking with a range of high fibre cereal bars at less than 70 calories, is currently worth over £14 million at RSV.