Go ahead! gets brand refresh


pladis has given its go ahead! brand a makeover by refreshing its Crispy Slices range with a new recipe and a name change to go ahead! Fruit Slices.

The snacking giant said the updated recipe makes the new slices even tastier, with a mouth-watering new jam alongside real sultana pieces.

pladis hopes to attracted health conscious consumers with the new recipe and product.

“Our go ahead! brand is the leading brand in low calorie snacks – and its success can be largely attributed to our £14m Crispy Slices range,” says Christopher Owen, marketing controller at pladis UK&I.

“But we want to ensure that go ahead! continues to meet the needs of today’s shoppers, so we’re giving the range a renovation – its first since 2003. We’ve come up with our best ever recipe – and marked this improvement with a new name which better represents the product.

“We know consumers respond particularly well to snacks with fruit in the product name, and with the product’s fruity aroma and sultana filling, it certainly delivers on the brand-new name.”

Owen added that the brad aims both higher frequency purchases from established shopper base and incremental sales amongst younger consumers.

“In fact, we know that 51 per cent of snack buyers are always on the lookout for new snacks, giving us an opportunity to take the range to a whole host of new shoppers,” he said.

go ahead! Fruit Slices will be available in Apple & Sultana, Raspberry and Forest Fruit flavour variants, in multipacks of 5 or 6 at an RRP of £1 across multiple grocery, convenience and wholesale from the beginning of July.

Packaging will be recyclable through pladis’ partnership with Terracycle.