Pladis-owned go ahead! gets £32m makeover

By Michelle Perrett

- Last updated on GMT

The new investment is to respond to demands for healthier options.
The new investment is to respond to demands for healthier options.

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Snack brand go ahead! is to get a £32m brand makeover in response to consumer demands for healthier options.

The Pladis-owned brand’s Crispy Slices range is to get a new formulation, as well as a name change to go ahead! Fruit Slices. 

The go ahead! Fruit Slices will have the same crispy biscuit and fruity filling, but the recipe has been updated with jam, alongside real sultana pieces. 

Last month, Pladis revealed that sales of biscuits boomed in the UK in 2019​, thanks to the continued strength of core brands.

Incremental sales​ 

The company said it was looking to encourage incremental sales among younger consumers and, with lockdown restrictions beginning to ease, it said it expected to see a growing number of ‘grab and go’ consumption occasions. 

 “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,”​ saidChristopher 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 have marked this improvement with a new name which better represents the product.”



go ahead! Fruit Slices will be available in Apple & Sultana, Raspberry and Forest Fruit flavour variants, in multipacks of five or six at an rrp of £1 across multiple grocery, convenience and wholesale – including Tesco and Sainsbury’s – from the beginning of July. 

Packaging will be recyclable through the company’s partnership with waste management organisation Terracycle.

In 2019, Pladis launched two new additions to its McVitie’s range​ of biscuits in a bid to drive younger consumers to the brand.

In November of the same year, Pladis appointed a new chief supply chain officer Mario Reis​ to oversee its global supply chain

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