pladis continues to drive go ahead! forward with coconut flavour extension of Goodness Bar range

Smart snacking brand go ahead! has extended its range of goodness bars, now worth over £1m[1] with the introduction of a coconut flavour. Rolling out from January 2018, the new variant joins cocoa & orange and cocoa & hazelnut, each made from 100% natural ingredients with no added sugar.


 5000168202143 35292 Go ahead Goodness Bar Carton Coconut (Redesign 2017)_2D

The new flavour follows a busy six months for go ahead! which has included launching three new ranges, a full pack redesign and improved recipes on the core range, all supported with a heavyweight campaign including TV, out of home, and shopper activations. Looking ahead, the brand will focus on driving awareness with continued media presence and investing in making an impact in store.


go ahead! has performed strongly in the market with over +4%[2] growth since its relaunch. The growth was driven by recruiting new buyers, increasing the brand’s penetration to the highest level for almost two years, at 21.6%[3].


Kerry Owens, pladis UK Marketing Director Sweet Biscuits, commented:“2017 was a pivotal year for go ahead! to drive reappraisal of the brand. The new products have performed well with consumers and we are excited to launch a flavour we know is really on trend. We’re committed to modernising the range and providing retailers with snacks that suit their shoppers’ need for ‘Snack Smart’ products, offering great value for money and most importantly, great taste!”






[1] Nielsen Data, Total Coverage, Latest MAT 04.11.17

[2] Nielsen Scantrack Total Coverage to 25.11.17 value sales

[3] Kantar Worldpanel Online 52 week penetration to 05.11.17

Author: kimbarnard

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