Go Ahead! is revealing a range of NPD, a new ad campaign, new recipes and a packaging refresh.
The campaign, which spans across multiple touch points including TV, VOD, experiential sampling, OOH, digital and social, will hero the new Goodness Bar range - the brand’s biggest NPD launch for 2017.
The Goodness Bars are made from 100% natural ingredients and no added sugar. These are tapping into the trend for raw fruit, nut and oat bars. Available in cocoa & orange and cocoa & hazelnut, they are also gluten-free and high in fibre (rrp £2.29 for a four pack).
The brand is also launching new Crunchy Dippers – mini breadsticks with a salted caramel or creamy coconut dip. Each portion contains less than 150 calories (rrp £1.99).
The core range will also be updated in line with Pladis’ health and wellbeing goals. The brand’s Crispy Slices and Yogurt Breaks will now be available in a new and improved recipe, both with reduced sugar and more fibre. Fruity Bakes have been renamed to Fruit and Oat Bakes, reflecting the new and improved recipe including more oats a source of fibre and is reduced in sugar, with the addition of a new banana variant.
Rolling out from June, the entire range has had a packaging refresh in fresh and natural green to improve product stand out on shelf and to unite the brand under one colour.
Kerry Owens, marketing director Sweet Biscuits, said: “2017 is a really important year for go ahead! and we’re extremely excited to introduce a range of new products and launch the brand’s biggest ever campaign. We recognise that what ‘healthy’ means has changed considerably to the consumer over the years which is why we’re committed to modernising the range and providing our customers with snacks which suit their needs and, most importantly, taste great!”
“We’re confident this go ahead! brand re-fresh with our new and improved core range and packaging will be a hit with consumers.”