Pladis reformulates Go Ahead to fall outside HFSS classification

The company revealed that the reformulation of its £30.1M Go Ahead brand now meant the product is classed as ‘low in saturated fat.’ Each portion-sized bake remains a source of fibre and will come in at 128 kcals.

The October introduction of restrictions on retail promotions of HFSS food and drinks introduced as part of the Government’s plans to tackle obesity​ ​draws closer with each passing day.

Nutritional profile​

The Go Ahead move comes as Pladis, which also owns brands such as McVitie’s and Jacob’s, said it would continue its work towards improving the nutritional profile of its products.  

“Health and wellbeing continue to play an important role for Brits and as more people return to offices and workplaces, the future for Healthier Biscuits – which so often cater to the ‘on-the-go’ need state – is looking rosy,”​ ​said Fran Hiebert, senior brand manager – Go Ahead at Pladis UK&I.

“In fact, we’re already witnessing a strong uptick for on-the-go consumption occasions, which is great news for our Go Ahead brand.”​

Health benefits​

Hiebert said the company spotted an opportunity to drive share and help customers unlock 'incremental sales' by updating some of its most popular recipes and adding more of the health benefits. 

“By rejuvenating this popular product, we’ll re-establish brand relevance within our established shopper base, all whilst recruiting a new generation of health-conscious consumers, which will continue to promote category growth,”​ he said. 

Go Ahead non-HFSS Fruit & Oat Bakes will be available from the end of February across multiple retail, convenience and wholesale at a recommended retail price of £1.59.