McVitie’s owner Pladis has unveiled a new range of snack bars targeted at younger health-conscious consumers.
The Wholistic line-up comprises nut butter-filled snack bars containing ingredients such as nuts, dried raspberry pieces, roasted cocoa nibs and date paste that are cold-pressed.
The 40g non-HFSS bars are launching into Sainsbury’s Local, WH Smith, Amazon and Ocado with a recommended price of £1.69 to £1.95 in two variants: Peanut, Dark Chocolate & Sea Salt; and Almond & Raspberry.
The Peanut, Dark Chocolate & Sea Salt bar is described as providing digestive support and is high in chicory root fibre, while the Almond & Raspberry bar claims immunity support due to enrichment with vitamins, plus added zinc and iron.
Pladis said the launch would help retailers drive incremental sales by appealing to health-conscious shoppers seeking snacks that support wellbeing without compromising on taste.
“Cold press bars are really popular right now and our new Wholistic snack bar range is destined to turn the healthier biscuits category on its head,” said Asli Akman, health and wellness director for Pladis UK&I.
“We’ve worked hard – directly with consumers every step of the way – to develop a range that’s got the balance between great taste and health spot on.”
The bars are being launched under Pladis’s Go Ahead brand, and the company hopes the new products will broaden interest in the brand and increase its appeal among younger shoppers.
“The brand has a loyal fanbase of snackers focused on weight management, and now we’ll be driving relevancy for Go Ahead among a new generation of health-conscious shoppers,” said Akman.
The launch will be supported by in-store and digital media from February, with further activity later this year.
Pladis has this month extended children’s biscuit brand McVitie’s BN into the cake aisle with the launch of mini rolls. The company is hoping to replicate the success the brand has had in the biscuits aisle, stating it contributed to 27% growth in the children’s biscuits category.
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