UB gives go ahead for range revamp

23 August, 2007

United Biscuits is spending £2.5 million on an advertising push for its repackaged Go Ahead! cereal bar range.

In a move to capitalise on the growing trend for fruits among health-conscious consumers, the marketing campaign will focus on the brand's low-fat credentials.

Revamped packaging will feature across the existing range of Apple & Sultana, Hazelnut & Pistachio and Almond, Raisin & Cranberry, as well as new launch Blueberry & Cranberry.

Jessica Wylie, trade PR & communications manager, said: "The new variant is set to sell strongly, due to the high demand for super fruits."

The range is available in multipacks containing six bars (rrp £1.65) and the Apple & Sultana and Almond, Raisin & Cranberry will be available in a counter top display unit, with individual bars priced at 39p.

United Biscuits has launched McVitie's Yog Fruit Digestives in Strawberry and Forest Fruits flavours. The brand will be supported by a £1.2 million campaign including sampling, outdoor events and PR activity. The company is also running a rugby-themed text-to-win promotion on packs of McVitie's Jaffa Cakes, McCoy's and KP Nuts, giving consumers the chance to win up to £100,000.

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