pladis UK&I expands go ahead! range with new ‘better for you’ snacks


pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is adding to its £39 million healthier snacking brand, go ahead!, with the launch of two new ranges.

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 are a source of fibre.  They will target those looking for wholesome, low-calorie snacking options throughout the day, not just in the morning.

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

“Our current portfolio typically appeals to those seeking morning sustenance, whereas the introduction of nutty crunch will target consumers looking for a ‘better for you’ pick me up.”

While 99% of households buy into the biscuit category, there’s significant headroom for growth in healthier snacking, which currently sits at 75% 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 peanut and hazelnut variants, in packs of 6 x 19.5g bars at an RSP of £2.29. go ahead! fruit and nut breaks will be available in apricot and hazelnut, and almond, coconut and chia seeds 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 (