Go Ahead non-hfss recipe

Pladis has announced that it will be introducing a new recipe for its Go Ahead Fruit & Oat Bakes to make them compliant with the government’s upcoming legislation on goods high in fat, salt and sugar (HFSS).

The reformulation will involve a reduction in saturated fat and sugar, and the range’s Apple and Strawberry varieties will have 128 calories.

Go Ahead non-HFSS Fruit & Oat Bakes will be available to convenience and wholesale from the end of February with an RRP of £1.59.

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“Currently worth £560m and bought by three-quarters of UK households, healthier biscuits is the largest biscuit subcategory,” said Fran Hiebert, senior brand manager for Go Ahead at Pladis UK&I. “Within this, Go ahead is the leading brand in low-calories snaking, with our Fruit & Oat Bakes worth £7m, growing by 14.7% year on year.

“By rejuvenating this popular product, we’ll re-establish brand relevance within our established shopper base, all whilst recruiting a new generation of health-conscious consumers, which will continue to promote category growth.”

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