McVitie’s is relaunching its Go Ahead! cake and biscuit brand in a bid to revive sales.

It follows a torrid time for the brand which, according to Information Resources, has suffered a 6.1% dip in fortunes in the last year to record sales of just over £31m in the multiple grocers. Now the company hopes it can move the brand into a more fruitful era by introducing a new pack design across the range and backing it with a £3.5m support set to break later this year.

Unsuccessful lines such as caramel and orange Crunch Bar variants are being axed to make way for new lower fat products. And the company is promising a further raft of new introductions next year.

However, the move was greeted with caution by senior buyers who warned McVitie’s may not see any significant return on its investment.

Claire Scott, a senior cake buyer at Sainsbury, said: “From my point of view any investment behind a brand is positive, even if it hasn’t been performing that well. The only caution I would add is that low fat cakes only account for 2% of the market and are falling in value.”

McVitie’s sales director Martin Perkin said new products would add up to £7m to the brand’s value: “Go Ahead! is still the biggest brand within its segment and we must keep investing to keep it relevant.”