Alpen has launched a new variant to its range of light cereal bars.

A salted caramel flavour has been introduced to help retailers offer a greater range of healthier snacks.

The new cereal bars marks the start of a year for Alpen in which it will be investing £1.5m in above the line media spend for the brand in 2018.

Helena Blincow, marketing manager for Alpen Bars, commented: “At less than 70 calories, Alpen Light bars are packed with flavour and allow consumers to make a positive snacking choice. Cereal bars remain in growth with Alpen witnessing a significant 12% penetration growth year on year.

“The brand is worth £26m retail sales value so 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 will be available in a single 19g format, with the option of a 39p price-marked pack, and in 5x19g multipacks.