pladis is adding two new ranges to its £39 million healthier snacking brand, go ahead!

go ahead! nutty crunch is a wholesome 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.

Launching in time for the ‘New Year, New You’ healthy eating agenda, the new additions are under 100 calories per bar and a source of fibre.

“We’re excited to be launching not one, but two new go ahead! ranges just in time for the key New Year sales period,” said 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.

While 99 percent of households buy into the biscuit category, there’s significant headroom for growth in healthier snacking, which currently sits at 75 percent 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 packs of 6 x 19.5g bars at an RSP of £2.29. go ahead! fruit and nut breaks will be available in packs of 5 x 20g bars at an RSP of £1.99. Both ranges are to roll out in all major retailers throughout January and packaging will be recyclable via pladis’ partnership with Terracycle.