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Pladis adds two new go ahead ranges

John Wood ·

Pladis is adding to its £39m healthier snacking brand, go ahead, with the launch of two new ranges.

Go ahead nutty crunch is a baked bar with a vanilla drizzle, available in peanut or hazelnut variants, while go ahead fruit & nut breaks are cereal bars made with real fruit and nut pieces in two ingredient variants – apricot and hazelnut; and almond, coconut and chia seed – both with a dark chocolate base.

The new additions are under 100 calories per bar and are a source of fibre, and will target those looking for wholesome, low-calorie snacking options throughout the day, not just in the morning

“We’re excited to be launching not one, but two new go ahead ranges just in time for the key New Year sales period,” explained Christopher Owen, marketing controller at pladis UK&I.

“We’re really ramping up our presence in the better for you snacking category, targeting consumers looking to enjoy convenient, delicious snacks throughout the day.

“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.”

While 99% of households buy into the biscuit category, there’s significant headroom for growth in healthier snacking, which currently sits at 75% household penetration.

“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.”

Go ahead nutty crunch will be available in peanut and hazelnut variants, in packs of 6 x 19.5g bars at an RSP of £2.29. Go ahead fruit and nut breaks will be available in apricot and hazelnut, and almond, coconut and chia seeds in packs of 5 x 20g bars at an RSP of £1.99.

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