Alpen, the UK’s number one Muesli brand, has returned to the air for 2026 as it continues its mission to reinvigorate the Muesli category with a revival of the “Alpen: It’s The Grown-Up Thing to Do” TV campaign.
Building on the strong foundations laid in 2025, Alpen has invested £1.5 million across TV, VOD and social media. The campaign is expected to reach up to 32 million UK consumers, reinforcing the brand’s position as the go-to delicious and nutritious choice.
Last year saw Alpen unveil a refreshed premium pack design and an improved recipe with 30% more fruit, helping online ratings and reviews reach an average of 4.5 stars across retailers. In 2026, the brand continues this journey with a renewed focus on its 100% natural ingredients.
The campaign comes at a critical time for the Muesli category. While the segment has been in long term decline, consumer demand for high fibre, low sugar and natural breakfast options has never been stronger. With four in five shoppers now seeking healthier diets and two thirds actively looking for natural choices, Alpen is uniquely positioned to meet evolving needs and drive category growth. Having been sold in over 1.5 million households, the brand is looking to build on its £22.5m valuation[.
At the heart of the campaign is Alpen’s much loved cereal mascot, Ralph. In his younger days, his backstory sees him working as a mascot for other cereal brands, but now he’s grown up. Retired to the Alps, Ralph starts his day with Alpen, a breakfast that reflects his appreciation for the important things in life, offering a balance of taste and nutrition that sets him up to enjoy the day ahead.
Alpen’s renewed focus is already delivering results. Following the 2025 campaign, Alpen’s 12 week year on year performance has outperformed total Muesli, branded Muesli and total Cereal for three consecutive periods, demonstrating the power of sustained brand investment.
Louise Vickers, head of brand at Alpen, comments: “We‘re proud to be back on air once again in 2026, readying the nation with delicious goodness made the right way. As the number one Muesli brand, we have a responsibility to lead the category forward, not just for Alpen, but for Muesli as a whole. Our audience is growing up, their tastes are evolving. They want breakfasts that make them feel good without feeling dull. Alpen delivers on that balance. It’s nutritious, it’s delicious, and it’s anything but boring.
“The new ad aims to remind shoppers that at a certain point in our lives, our tastes mature. Consumers are now taking a more considered approach to how they live and what they eat, and we all still want to enjoy ourselves just as much. With this continued investment and a focus on 100% natural ingredients, we’re reminding shoppers why choosing Alpen really is the grown-up thing to do.”
High in fibre, HFSS compliant, with no red traffic lights and made from 100% natural ingredients, Alpen Original and Alpen No Added Sugar offer a complete breakfast that balances health and enjoyment. Brimming with toasted wheat flakes, creamy rolled oats, crunchy nuts and juicy raisins, Alpen continues its mission to bring Muesli back to its rightful place at the breakfast table.
To bring the campaign to life beyond the screen, Alpen will also take to the streets with a large-scale sampling activation, reaching up to 100,000 commuters across busy London train stations. Samples will be handed out by Ralph himself, who, following his strong reception in last year’s campaign, will play a more prominent role throughout this year’s activity. Alpen is also exploring out of home creative featuring Ralph, extending his presence into everyday commuter journeys and reinforcing the brand’s balance of taste and nutrition at the start of the day.
The 30, 10 and 6 second executions will run across TV, BVOD and social, delivering high impact storytelling alongside shorter cut through formats. This is now being reinforced in store through shopper activations, feature and display activity across all major supermarkets & convenience stores.
