McVitie's is introducing a healthier chocolate biscuit bar under its lower fat brand Go Ahead! The Go Ahead! Chocolate Caramel Crunch ­ which McVitie's claims will be worth £15m in its first year ­ is a shortcake bar with a layer of caramel and covered with milk chocolate. McVitie's wants the bar to get dual siting instore, in the chocolate biscuit fixture as well as the healthy biscuit section. The idea behind that is to attract more men to the healthy option and encourage more women to eat healthier chocolate biscuit bars. It will also target use for lunchboxes and mid morning snacks. A £5m marketing budget will support the Go Ahead! brand this year, including £2m on the new launch. A TV ad campaign for Chocolate Caramel Crunch­ using the Snack Police' theme ­ breaks mid July and runs until September. A further promotional push will come from sampling activity and PoS material as well as a three bar trial pack in dumpbins (rsp 39p). Usual rsp for a five pack is 69p Chocolate Caramel Crunch will be the first Go Ahead! variant to get new look packaging. The updated design, with clearer product shots and taste cues, will be rolled out across the whole Go Ahead! range. The Go Ahead! brand, which is worth £100m, spans five different categories and 30 products. {{P&P }}