McVitie's is giving its Go Ahead! lower fat brand a facelift with new packaging designed to create a more contemporary image and emphasise the brand's taste qualities. Lighter green packaging featuring sharper photography, a revamped logo and clearer product descriptions will be introduced to the trade next week. Martin Perkin, McVitie's trading director, said it was essential that the five-year-old brand, which leads the healthier eating sector, was seen to have "modern credentials." PoS incorporating the new pack design is available to retailers. The company is also adding a Chocolate and Orange variant to the cake bar range, where it joins Choc Chip, Chocolate Dream and Strawberry Dream. The new product (rsp, 99p, pack five) takes the brand's total products to 27. The main target consumers for Go Ahead! are 17 to 34-year-old women. McVitie's hopes that varied mainstream flavours ­ particularly chocolate ­ will attract new consumers, as well as encourage existing ones to buy more. The brand has been supported by a £4m Eating is believing' campaign this year designed to appeal to women. TV ads featured myths' about modern men. {{P&P }}