McVitie's is exploiting the growing healthy eating and snacking trends with the addition of two microwaveable frozen pizzas to its flagship "healthy" brand Go Ahead! next week. The launch will be supported by nationwide sampling and direct mail in May. The full Go Ahead! range is supported by TV advertising featuring the snack police' from this week. This year, McVitie's is putting about £5m behind the Go Ahead! brand. The £310m frozen pizza market [Taylor Nelson Sofres MAT 52 weeks to December '99] is not usually associated with healthy eating. Category marketing manager Eleanor Haswell believes it is ripe for development. "It presents a 12% incremental opportunity," she said. Better for you' accounts for only 3.2% of frozen pizzas. Go Ahead! has shown spectacular success across several categories. The company claims it was worth £100m in 1999, with growth of 40%. The pizzas are available in 99p single and £1.95 twin packs. {{P&P }}