UBUK is giving the go-ahead to a raft of new products under its better-for-you snacking label to provide health-conscious consumers with a much wider product choice.

The company is launching three lines under its Go ahead! brand that will specifically target breakfast and lunchtime eating occasions to cater for what it said was the growth in demand for healthier snacking-on-the-go products.

New to UBUK's cereal bar range is a banana & honey chewy bar that it hopes will attract new consumers to the fixture. It follows the addition of a strawberry variant to its Yoghurt Break brand and the launch of Apricot Fruit Tops cereal bars in January.

The company is also extending its Crispy Fruit Slices brand by launching it in a mini bagged format to target what it said was the growing number of grazers in the UK. Minis Crispy Fruit Slices will be available in apple & sultana and orange & sultana variants in packs of five 30g bags (rsp: £1.55).

All products will carry new lower-fat and lower-calorie messages on pack as well as clear amounts per serving.

UBUK grocery trading director Paul Graham said that one in six new buyers to the healthier biscuits sector buy the Go ahead! brand and that there was room to extend its reach into new areas. "With the current trend towards healthier products, UBUK is in a strong position to build on the success of Go ahead! by continuing to bring innovative new products to the fixture that target specific eating occasions," he said.

The products are the latest in a line of launches under the Go ahead! label. UBUK recently launched a range of Crinkly Crisps and potato and rice Crispy Bites, as well as introducing a new brand identity, including a fresh logo and pack design

According to UBUK, the healthier biscuit market is worth £308m and showing 10.4% year-on-year value growth, while cereal bars are worth £244m, which is an increase of 9% year-on-year [ACNielsen, 52 w/e March 26, 2006].