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Go ahead! unveils new advertising campaign

Pladis-owned snack brand Go ahead! has launched a new advertising campaign to support new product development, as well as the launch and refresh of its core range.

The campaign, which spans across multiple touch points including TV, VOD, experiential sampling, OOH, digital and social, will support the launch of the brand’s Goodness Bar, which is made from 100% natural ingredients and no added sugar. Available in Cocoa & Orange and Cocoa & Hazelnut, they aim to tap into the trend for raw fruit, nut and oat bars. They are also gluten-free and high in fibre with an RISP of £2.29 for a four pack.

Go ahead! will also be launching new Crunchy Dippers – mini breadsticks which are high in fibre and come with a dip in portions of less than 150kcal. Available in two flavours, Salted Caramel and Creamy Coconut, the product will have a RISP of £1.99.

The core range will also be updated in line with Pladis’ health and wellbeing goals. Go ahead 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 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 across UK grocery and convenience outlets, the range has had a packaging refresh in fresh and natural green to improve product stand out on shelf and “unite the brand under one colour”.

Kerry Owens, marketing director for sweet biscuits, says, “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.”

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