United Biscuits has announced the addition of two new ranges to its Go Ahead! portfolio – the company’s largest product development investment in the range for more than three years.
Go Ahead! has unveiled new Cookie Bites as a bite-sized options that will “appeal to the consumer trend of snack grazing, offering a treat to enjoy throughout the day,” it said. Available initially as a pack of six cookies in two distinct flavour combinations – white chocolate and raspberry, plus chocolate and orange – the new snacks will retail with a recommended price of £1.99 each.
The brand will also add new Go Ahead! Pud Bakes, initially in cherry bakewell flavour with further range extensions planned for the future. With 141 calories per bar, the Pud Bakes will be available in a five-count 35g pack with a recommended retail price of £1.99.
The launches form part of a new strategy for United Biscuits’ entire Go Ahead! portfolio, the firm said, which will focus on driving brand reappraisal and encouraging uptake among a younger demographic. The new strategy centres on the insight that calorie-conscious shoppers are still looking for satisfying snacks that they can enjoy without compromising on taste and flavour. By targeting new usage occasions and meeting growing consumer demand for more positive snacking choices, the snack manufacturer is aiming to continue to drive growth into the healthier biscuits category.
Sarah Heynen, marketing director for sweet biscuits for United Biscuits, said: “Launched in 1996, Go Ahead! is the original pioneer of lower-calorie snacking, and remains a firm consumer favourite. Today, consumer understanding of this market has evolved, shifting from a perceived need to miss out on snacking, towards a more positive mind-set of attainable, tasty and flavoursome enjoyment. Go Ahead! is one of our star performers and we have committed significant investment and media spend ahead of what we believe will be a standout year for the brand.
“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.”
Go Ahead! Cookie Bites and Pud Bakes will be supported by high-impact 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 television screens with a new £2.5m advertising campaign supporting both core products and its latest range.
Newly redesigned packaging for Go Ahead! has already begun to roll out in-store this year, which brings to life the brand’s revamped proposition. As well as providing simple and natural food-based cues, the new playful on-pack tone echoes the fulfilment and fun of the products. Offering a modern, more premium look and feel, the new design will provide clearer on-shelf visibility as well as easy-to-navigate sub-ranges, United Biscuits claimed.
It follows a successful 12 months for Go Ahead! which has seen the range grow to nearly £48m in value – up 3% in volume year on year.
© FoodBev Media Ltd 2021
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