The new additions – go ahead! nutty crunch and go ahead! fruit & nut breaks – are under 100 calories per bar and offer a good source of fibre.
According to the McVitie’s and Jacob’s maker, the go ahead! brand – valued at around £39m ($50m) – is already purchased by 5.6 million households and the launches will capture further sales for alternative snacking occasions.
“We’re ramping up our presence in the better-for-you snacking category, targeting consumers looking to enjoy convenient snacks throughout the day,” said Christopher Owen, marketing controller at pladis UK&I.
“Our current portfolio typically appeals to those seeking morning sustenance, whereas the introduction of nutty crunch will target consumers looking for a ‘better for you’ pick me up.
“We’ve noticed trends for wholesome ingredients and low calorie options, and with two in five people (41%) purchasing go ahead! because our snacks are low in calories , we believe there will be strong consumer demand for the introduction of these great-tasting, under-100-calorie snacks,” he added.
go ahead! nutty crunch is available in two options – Peanut and Hazelnut – in packs of 6 x 19.5g bars at an RSP of £2.29 ($2.94), while go ahead! fruit & nut breaks comes in Apricot & Hazelnut and Almond, Coconut & Chia Seeds variants, in packs of 5 x 20g bars at an RSP of £1.99 ($2.55).
Both ranges are rolling out in all major retailers in the UK throughout January and packaging will be recyclable via pladis’ partnership with Terracycle.
