Pladis UK&I has announced the launch of two low-calorie products under its Go Ahead brand to help retailers tap into the demand for healthier choices.
Go Ahead Fruity Cake Bites is the latest addition to the Go Ahead range, containing 97 calories per pack and available in multipacks of five. The fruity cake bars are high in fibre, have an RRP of £2.39 and are available in two flavours: Orange & Lemon and Raspberry & Strawberry.
The supplier has also launched Go Ahead Fruit & Fibre Slices, which is an extension to the brand’s existing ‘slices’ range. According to the supplier, the crispy baked biscuits are packed with sultanas, a fruit filling and finished with oats and bran to create a soft texture.
Go Ahead Fruit & Fibre Slices contain 56 calories per slice and are available in two flavours, Strawberry and Blueberry.
To help retailers achieve stand out on shelf, the range will undergo a redesign, including a new logo and colour palette. According to the supplier, the new design will give the brand a contemporary new look and feel to capture shopper attention.
The new design and product launches will be supported by a multimedia campaign, spanning across social media, digital and out of home advertising. The supplier says, “the campaign will cheerlead the small, positive changes people make – such as choosing Go ahead as their snack of choice”.
Caroline Hipperson, chief marketing officer at Pladis UK&I, said: “Shopper attitudes towards food and drink shift very quickly from December to January, so retailers need to be quick to adapt their offering to cater to this. Both of our new Go Ahead ranges are launching just in time for this and because they’re low in calories and high in fibre, they’ll allow retailers to drive growth during a key sales period.
“Our new campaign is all about encouraging people to ditch the guilt in a bid to challenge the traditional ‘New Year, new me’ health fads we typically see at this time of year.”
“While healthier biscuits took a knock in 2020 as home-bound shoppers moved away from on-the-go products, it’s still the biggest sector of sweet biscuits and we predict the sub-category will be the second-fastest growing sector of sweet biscuits over the next two years – providing retailers are stocking the right product mix.
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