Weetabix goes into function and diet foods with Alpen Light bars

Weetabix is extending it Alpen brand into dieting and functional foods market with the launch of Alpen Light Cereal Bars. The bars, which will have just 70 calories, will be the first to contain probiotic yogurt.

The bars, which will be launched next month, will be available Summer Fruits, Citrus Fruits and Apple & Sultana and will be sold in multipacks of six alongside the original Alpine bars.

Industry insiders believe that the product will be a hit with consumers because it is low in calories and fat but has the added benefit of the probiotic yogurt, which is believed to be good for the stomach.

It is understood that the bars will be supported as part of an Alpen brand campaign, due for this summer. It is expected to promote the Alpen “family” of products along similar lines to advertising for its sister brand Weetabix.

DDB London handles the advertising for the Weetabix portfolio, which also includes Ready Brek and Weetos.

Last June, the agency launched a &£10m campaign highlighting the heritage of the entire Weetabix product portfolio, which ran across TV, press and outdoor and used the strapline “What are you made of?”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here