Pladis rebrands Crispy Slices as Fruit slices and refreshes range

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pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is giving its £32m go ahead! brand a modern makeover by refreshing its Crispy Slices range with a new and improved best ever taste, as well as a name change to go ahead! Fruit Slices.

The go ahead! Fruit Slices will comprise the same crispy biscuit and delicious fruity filling, but the brand has updated the recipe to make the new slices even tastier, with a mouth-watering new jam alongside real sultana pieces. The updated recipe and product name will help to meet consumer demand for healthier options which don’t compromise on taste.

“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’ve really made the range’s fruity flavour the star of the show in each product, which will help solidify its position in the healthier snacking aisle. 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.

“Our goal here is not only to drive higher frequency and repeat purchases for go ahead! Fruit Slices amongst our established shopper base, but to encourage incremental sales amongst younger consumers looking for new, delicious snacks to try. In fact, we know that 51% 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.

“With lockdown restrictions beginning to ease, we expect to see a growing number of ‘grab and go’ consumption occasions and, in turn, a growing opportunity for individually wrapped, healthier biscuits. We’re confident that go ahead! Fruit Slices will become the go-to healthier option for consumers, driving significant growth for this popular category.”

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 – including Tesco and Sainsbury’s – from the beginning of July. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).