Go ahead! goes ahead with new snacks

Go Ahead! pud bakes and cookie bites

Hot on the heels of its recent McVitie’s Digestives Nibbles launch, United Biscuits (UB), has unveiled the addition of two new ranges to its go ahead! portfolio which will be available from 29th February.

Cookie Bites (rrp £1.99) launch in two flavours – White Chocolate & Raspberry and Chocolate & Orange – and ship in packs of six at 99kcal per bag. Pud Bakes (rrp £1.99) will launch initially in a Cherry Bakewell flavour – with further range extensions to come – and will be available in packs of five at 141kcal per bar.

The launches form part of a new strategy for UB’s entire go ahead! portfolio, which focuses on driving brand reappraisal and encouraging uptake with a younger demographic. By targeting new usage occasions, and meeting growing consumer demand for more positive snacking choices, UB aims to continue to drive growth into the healthier biscuits category.

Sarah Heynen, Marketing Director for Sweet Biscuits at United Biscuits, said: “The launch of go ahead! Cookie Bites and Pud Bakes is an exciting development as we target new occasions and evolve the brand to reflect the changing need and shopping behaviours of our consumers, whilst also aiming to attract new consumers.”

The new products will be supported by in-store shopper activations, as well as a sampling campaign with online fashion retailer, ASOS. As part of go ahead!’s 2016 media campaign, this year will also see the brand return to TV with a new £2.5m advertising campaign supporting both core products and its latest NPD.

Newly redesigned packaging for go ahead! has already begun to roll out in-store this year. This follows a successful 12 months for the brand which has seen the range grow to nearly £48m in value, up 3% in volume year-on-year.

STG July 2021