Muesli brand Alpen has announced the launch of a new TV campaign as part of its continued investment in the brand. On air this month through to September, the Alpen advertising will coincide with a new pack refresh for the brand, designed to celebrate its authentic Alpine roots.

The new design is more distinctive and has been created to provide greater stand-out on shelf, making it easier and faster for consumers to shop the often-cluttered cereal aisle.

Stuart White, head of brand for Alpen, said: “2017 is set to be a massive year for Alpen. By giving the brand a bold new look and by injecting £4 million into a heavyweight TV campaign and stand out POS in-store, we will ensure Alpen becomes even more front-of-mind with consumers.

“Alpen is the original muesli and despite being steeped in history, in a declining category it’s more important than ever that the brand brings in new consumers. Alpen believes healthy eating doesn’t need to be hard and its proposition of great tasting, rewarding food made from a blend of real ingredients, is as relevant for consumers today as it’s ever been.”

The new Alpen TV advertisement, with the strapline ‘Mountains of Taste’, will be showcased across terrestrial and digital channels for five months until September. The 30-second ad takes the brand back to where it belongs – the Alps – telling the story of four Swiss builders enjoying their take on the ’Full English’ breakfast, or in this case their ’Full Alpen’, to set them up for their day ahead.

The new pack design will be rolled out across the Alpen portfolio, including its Original and No Added Sugar Mueslis, as well as its three Granola products.