go ahead!
go ahead! has grown significantly over the last 11 years and continues to play an important part of the healthier biscuits category, contributing to the market's continued growth. The brand has evolved since 1996 with re-launches to ensure it stays relevant to modern consumers. The most exciting re-launch of go ahead! took place in January 2006 and involved a full marketing mix campaign to drive impact and awareness of the brand. The campaign included TV advertising, new pack design, fantastic new product launches and a strong sampling and PR campaign.
The go ahead! range performs extremely well and currently has 5.6m (23% penetration) UK households buying its products. The go ahead! range includes Yogurt Breaks, Crispy Fruit Slices, Cereal Bars, Fruit Bakes, Figfuls, Caramel Crunch – all great tasting lower fat snacks which can be enjoyed as part of a healthy diet and lifestyle.
Over the last few years the go ahead! range has been extended with different formats as well as flavours. The recent additions include Raspberry Yogurt Breaks, Blueberry Yoghurt Breaks, Choc Chip Crispy Fruit Slices and Blueberry & Cranberry Cereal Bar.
New great tasting snacks from go ahead! launched in 2008 included a range of Wholemeal Bakes and Slices. New Raspberry & Cranberry Wholemeal Slices and Strawberry Twist Wholemeal Bakes are low in fat and are a good source of fibre.
New for June 2009 - Keep an eye out for go ahead!'s new Oat Squares range. The new range of soft baked bars are available in two flavours, Apple & Blackberry and Mixed Berry and include moist oats and sultanas with tasty fruit pieces and are great for on-the-go, in lunch boxes or simply eaten at home as a tasty snack.
The launch of the new range coincides with a summer TV campaign that began in May. The advertising will continue to promote the range's "Feel Good" positioning that meets consumer demand for healthier products.
Brand history
go ahead! was launched in 1996 into the biscuits category and quickly became the UK’s No.1 lower fat biscuits range.
Since 2000 the healthier snacks market has grown significantly as consumers have become more health conscious. The choice and variety within the healthier biscuits category is phenomenal and sees the sector now worth over £373m. This is now the biggest sector in the biggest market and is the fastest growing.
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Brand fact 1
go ahead! is now the No. 1 healthier biscuit brand with the highest levels of loyalty and repeat purchasing.