United Biscuits is planning on getting ahead of its competition within the healthier biscuit category by launching a £4m marketing campaign for Go Ahead!.

Go Ahead! has been given a new look, with a refreshed logo, and all packs are now colour co-ordinated across all ranges and flavours. 

A TV ad called ‘The most important snack of the day’, promoting the brand’s new design kicked off during Coronation Street on June 23. It runs in prime slots until August 31 and is being backed by in-store and online marketing activity.

The campaign forms part of UB’s £26m investment into its brands this year, which included relaunches of Jacob’s and McVitie’s. UB aims to grow its share in the healthier biscuit category, in which Go Ahead! is already a leading brand.

“Healthier biscuits are an increasingly important snacking segment, accounting for more than a fifth of all biscuit sales, and this move aims to improve and simplify the shopping experience further as we look to grow our position in the category,” said Martin Glenn, CEO at UB.