go ahead!…see how tasty our NEW treats can be
United Biscuits unveils innovative NPD and relaunched brand positioning for go ahead! range
9th February 2016 – United Biscuits (UB), a leading international manufacturer of biscuits, snacks and cakes, has today announced the launch of two exciting new ranges to its go ahead! portfolio – go ahead! Cookie Bites and go ahead! Pud Bakes. Available in-store across grocery from 29th February, the launch marks UB’s largest NPD investment for the range in over three years.
Launching in two flavours – White Chocolate & Raspberry and Chocolate & Orange – go ahead! Cookie Bites (RISP £1.99) will be available in packs of six at 99kcal per bag. The bitesize cookies appeal to the consumer trend of snack grazing offering a treat to enjoy throughout the day. For those seeking a more indulgent, but relatively guilt-free afternoon treat, go ahead! Pud Bakes (RISP £1.99) will launch initially in a Cherry Bakewell flavour – with further range extensions to come – and will be available in packs of five at 141kcal per bar.
The launches form part of a new strategy for UB’s entire go ahead! portfolio, which focuses on driving brand reappraisal and encouraging uptake with a younger demographic. The new strategy centres on the insight that weight-conscious shoppers are still looking for satisfying snacks that they can enjoy without compromising on taste and flavour.. By targeting new usage occasions, and meeting growing consumer demand for more positive snacking choices, UB aims to continue to drive growth into the healthier biscuits category.
Sarah Heynen, Marketing Director for Sweet Biscuits at United Biscuits, said: “Launched in 1996, go ahead! is the original pioneer of lower calorie snacking, and remains a firm consumer favourite. Today, consumer understanding of this market has evolved, shifting from a perceived need to miss out on snacking, towards a more positive mind-set of attainable, tasty and flavoursome enjoyment. go ahead! is one of our star performers and we have committed significant investment and media spend ahead of what we believe will be a standout year for the brand.
“The launch of go ahead! Cookie Bites and Pud Bakes is an exciting development as we target new occasions and evolve the brand to reflect the changing need and shopping behaviours of our consumers, whilst also aiming to attract new consumers.”
go ahead! Cookie Bites and Pud Bakes will be supported by high impact in-store shopper activations, as well as a sampling campaign with online fashion retailer, ASOS. As part of go ahead!’s 2016 media campaign, this year will also see the brand return to TV with a new £2.5m advertising campaign supporting both core products and its latest NPD.
Newly redesigned packaging for go ahead! has already begun to roll out in-store this year, which brings to life the brand’s revamped proposition. As well as providing simple and natural food based cues, the new playful on-pack tone echoes the fulfilment and fun that is attainable through these products. Offering a modern, more premium look and feel, the new design will provide clearer on-shelf visibility as well as easy-to-navigate sub-ranges. It follows a successful 12 months for go ahead! which has seen the range grow to nearly £48m in value, up 3 per cent in volume year-on-year .
Summary of go ahead! Cookie Bites and Pud Bakes availability
go ahead! Cookie Bites White Chocolate & Raspberry (6 x 23g)
go ahead! Cookie Bites Chocolate & Orange (6 x 23g)
go ahead! Pub Bakes Cherry Bakewell (5 x 35g)
For further press information contact the team at 3 Monkeys
Tel: 020 7009 3100
About United Biscuits
United Biscuits (UB) is a leading international biscuit manufacturer whose baking heritage goes back generations, with many recipes passed down since the 1800s. UB bakes some of the best loved sweet and savoury biscuits and cakes that are household names in their respective markets; supported by a strong culture of innovation to continually develop snack brands. Among UB’s popular brand names are McVitie’s, Penguin, go ahead!, McVitie’s Jaffa Cakes, Jacob’s, Jacob’s Cream Crackers, Twiglets, Mini Cheddars and Carr’s in the UK, BN, Delacre, Verkade and Sultana in Continental Europe and Haansbro in Nigeria.
As the leading manufacturer and marketer of biscuits in the UK and second largest in the Netherlands, France, Belgium and Ireland, the company owns and operates 16 manufacturing facilities, of which seven are in the UK and has a strong footprint for growth, with products sold in over 130 countries.
UB is owned by Yildiz Holding – Owner of the master brands Ülker, McVitie’s and Godiva, Yildiz is a global, snacking focused food company with over 320 brands in 49 different categories. With 77 factories in 14 countries, the company exports to 100+ countries and operates in a geography housing around 4 billion people. Yildiz is the world’s 3rd largest biscuits company and employs 49,000 people around the world. https://english.yildizholding.com.tr/