Alpen is updating its Alpen Light bars range with the launch of new, Alpen Delight bars.

The bars are available in six flavours, including the new Chocolate, Caramel & Shortbread, Raspberry Rocky Road and Chocolate Honeycomb, as well as Salted Caramel, White Chocolate, Raspberry & Shortcake and Chocolate Brownie. Each variety comes in a multipack of five bars with an RRP of £1.09.

All bars in the range are wrapped in updated packaging and contain less than 100 calories.

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The brand is accompanying the relaunch with a national sampling campaign throughout autumn. The sampling campaign will run both in-person and via the Triyit platform, which will enable 40,000 people to trial the bars.

Alpen will also partner with a “well-known TV personality” to run a national PR and social media campaign, ‘Moment of Delight’.

Lou Vickers, head of challenger brands at Weetabix Food Company, said: “Alpen Delight is an exciting, modern, and delicious addition to the Alpen portfolio, which we expect will welcome a new audience of snack lovers to the brand, boosting sales for Alpen and the overall category.”

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