Alpen back on TV screens as the ‘grown up thing to do’

Alpen is celebrating its latest major consumer campaign with the launch of a new strapline - “Alpen, it’s The Grown Up Thing To Do”.

The campaign follows Alpen’s recent investment in both its packaging and products – after launching a new premium and modern brand identity in January 2025, coupled with a new recipe with 30% more fruit.

The milestone £2m value investment across TV, VOD and social media will engage shoppers further, delivering news of Alpen’s significant refresh to screens nationwide.

The campaign comes hot off the success of parent-brand Weetabix’s renewed category investments, which saw consistent growth for its core lines, with Alpen committed to revitalising the Muesli category with the same level of drive this year.

The ad campaign introduces Alpen’s new cereal mascot, Ralph (above), who, like Alpen’s core audience, recognises the importance of starting his day with a balanced and wholesome, yet delicious breakfast, as he’s matured.

Louise Vickers, head of brand, said: “We’re incredibly excited to be back on air, as the number one brand in the category, this is exactly where we need to be. We knew that our creative had to cut through to resonate with our target audience and we believe we’ve achieved that with Ralph.

“There’s such a significant opportunity in the muesli category for growth and, as the biggest muesli brand, we’re committed to turning the segment around. This investment is a major step forward for us in reconnecting with Cereal lovers across the nation who are looking for a breakfast that’s nutritious but still delicious.”

Read our latest report on the cereals category here.