Alpen is launching its first ever range of Protein bars, launching in two flavours: Chocolate and Berries & Yoghurt.
The bars are packed with protein, with 19g per 100g – over 100% more protein than the average cereal bar. The bars are also high in fibre and contain less than 130 calories per bar.
Protein products have already added more than £18m to the cereal bar category in the last year and Alpen, a £60m brand, is expecting this new range to drive further penetration and value into the category.
The Protein bars will play a big part in Alpen’s new communications campaign as they invest £1m in 2019.
Helena Blincow, Marketing Manager, Alpen says: “Alpen’s new range of Protein bars have mass market appeal, both chocolate and berries & yoghurt continue to prove popular flavours in research with our consumers. We believe our new launch can further increase the penetration of protein products for retailers, adding value to the category.
“With 100% more protein than the average cereal bar, Alpen Protein bars are perfect for the increasingly on-the-move lifestyles of consumers. As well as this, the high protein levels, combined with less than 130 calories per bar will also help to further drive health perceptions for the cereal bar category.
“We haven’t forgotten how important taste is when it comes to repeat purchase and the bars were top performing in our research taste tests, so we’re confident consumers will incorporate Alpen Protein bars into a regular part of their active lifestyles.”
Alpen Protein Bars are available from March, with an MRRSP of £2.69 (x5 pack) and £0.69 (singles)
 A typical Cereal Bar contains 7.1g protein/100g. Comparison verified October 2018.
 Nielsen data to 26th Jan 2019.