Go Ahead Wholistic snack bars

Source: Pladis

The bars will roll into Sainsbury’s Local, WH Smith, Amazon and Ocado

Pladis has launched a duo of nut butter-filled snack bars under its Go Ahead biscuit brand.

The range, called Wholistic, will debut with Peanut, Dark Chocolate & Sea Salt and Almond & Raspberry (rsp: £1.69-£1.95/40g). 

Each is cold pressed, containing the likes of nuts, dried raspberry pieces, roasted cocoa nibs and date paste. 

Peanut, Dark Chocolate & Sea Salt is claimed to provide “digestive support and is high in chicory root fibre”, while Almond & Raspberry is billed as offering immune support, thanks to its “enrichment with vitamins, plus added zinc and iron”, said Pladis.

The non-HFSS bars have hit shelves in Sainsbury’s Local and will roll into WH Smith, Amazon and Ocado, as well as convenience and wholesale channels, in the coming months. 

They would “boost relevancy of the healthier snacking category among younger consumers”, and appeal to “health-conscious shoppers seeking snacks which support overall wellbeing, without compromising on taste”, said Pladis.

As cold press bars were “really popular right now”, the Wholistic range was “destined to turn the healthier biscuits category on its head,” said Pladis UK&I Health and wellness director Asli Akman.

“We know growing numbers of consumers take a holistic view on health, seeking to fill their bodies with food that tastes good, does good, and makes them feel good.

“That’s why we’ve worked hard – directly with consumers every step of the way – to develop a range that’s got the balance between great taste and health spot on.”

The launch is being supported by in-store and digital media, with more activity scheduled for later in the year.