UK: Weetabix unveils Alpen porridge range

By Katie Smith | 11 October 2011

The 8x40g packs will be introduced at a reduced price of GBP2.00 (US$ 3.13)

The 8x40g packs will be introduced at a reduced price of GBP2.00 (US$ 3.13)

UK cereal manufacturer Weetabix has launched a porridge range under its Alpen brand.

Weetabix, which is owned by private-equity firm Lion Capital, announced the launch yesterday (10 October).

The porridge range is available in three flavours including Fruit & Nut, Raspberry, Apple & Raisin and Blueberry, Cranberry & Nuts. 

Alpen brand manager Hannah Blackburn said: "All the flavours did extremely well in taste tests so we're hoping that the range will become just as popular with regular porridge eaters who are looking to get more from their porridge."

The range is now available in Tesco and will be sold in Morrisons from 24 October. The 8x40g packs will be introduced at a reduced price of GBP2.00 (US$ 3.13) and the regular price is GBP2.59.

Sectors: Cereal, NPD & innovation, Retail

Companies: Weetabix, Tesco, Morrisons

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