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.

Bookmark this

Site Search


Agreeing to disagree

Disagreeing about wine is a fact of wine-trade life, like drugs in sport or corruption in politics. Because taste is entirely subjective, debates about our personal preferences are as inevitable as they are interminable. Indeed, these long-winded, wine-fuelled arguments are precisely what make our jobs so much fun.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know