United Biscuits has introduced what it claims are the UK's first fruit wafers under its Go Ahead! brand.

Fruity Wafers (rsp: £1.57) are available in retailers now, and feature fruit-flavoured fillings and oat-sprinkled yoghurt toppings.

United Biscuits predicted the wafers, available in strawberry and forest fruit flavours and containing just 70 calories, would add momentum to Go Ahead's already healthy sales, up 12% to £61m over the past year [Nielsen 52w/e 14 August 2010].

The biscuit and snack supplier also kicked off a £2.5m McVitie's VIP Club TV campaign this week to support its McVitie's collect and reward scheme.

The three-week push encourages consumers to start collecting points from packs of McVitie's biscuits and shows packs of biscuits shuddering and then transforming into the rewards, including iPods.