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?”


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