Pladis is rebranding its Go Ahead! Crispy Slices range to Fruit Slices, alongside giving the packaging a modern makeover.  

In addition to the name change, the recipe has been reformulated to contain sultana pieces and a new type of jam.

Go Ahead! Fruit Slices come in Apple & Sultana, Raspberry and Forest Fruit flavours and in multipacks of five or six, with an RRP of £1. The supplier said the changes aim to reflect the bar being a healthy snacking option.

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Christopher Owen, marketing controller at Pladis UK and Ireland, said: “We’ve made the range’s fruity flavour the star of the show in each product, which will help solidify its position in the healthier snacking aisle. We know consumers respond particularly well to snacks with fruit in the product name.

“Our goal here is not only to drive higher frequency and repeat purchases for Go Ahead! Fruit Slices among our established shopper base, but to encourage incremental sales amongst younger consumers looking for new snacks to try.”

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