go ahead! and treat yourself expand
United Biscuits (UBUK) is helping retailers to capitalise on the growing demand for healthier biscuits by extending two popular ranges from the UK’s No.1 healthier biscuit brand, go ahead!, from January onwards.
Following on from the success of go ahead! Chocolate Thins which were launched earlier this year and are worth £3m already, UBUK is extending the range to include a new Forest Fruits variant. Made up of a milk chocolate topping on a light crispy biscuit, and packed with a range of delicious sultanas and a fruit filling, the variant will be available from January. Sold in a multipack carton, containing five bars with an MRRP of £3.11, go ahead! Forest Fruit Chocolate Thins benefit from being under 74 calories per slice, making this new range the perfect product to appeal to health conscious consumers in the New Year.
Also in January, UBUK is extending its popular range of go ahead! Crispy Fruit Slices, which is currently showing a healthy growth of 11%, to include a new strawberry flavour. With a MRRP of £1.85, the new strawberry variant will be available in a multipack containing five 39g portions.
The new launches tap into the ‘Healthy Choices’ snacking occasion and will be supported by the return of the popular go ahead! ‘GURU’ advert in January and February, as part of an exciting £1.3m marketing campaign for 2013 to raise awareness amongst consumers nationwide.
Jon Eggleton, marketing director at UBUK, comments, “go ahead! has continued to evolve and remain relevant to a very loyal fan base whilst attracting new buyers. In fact, it has the highest repeat purchase rate in the Healthier Biscuit segment of 57% thanks to the brand’s better-for-you credentials that don’t compromise on taste. Healthier eating has moved on from the days of dieting and guilt to responsible enjoyment and go ahead! has responded to this with the introduction of NPD such as go ahead! Chocolate Thins. We’re confident that we have the right ranges and marketing support to grow the brand and ultimately sales and profits for retailers.”
