United Biscuits is giving healthy biscuit brand Go Ahead! a makeover in an effort to revive flagging sales.
The brand has a new and simpler logo and the new packs are coloured to match the flavours.
United Biscuits said the new-look packaging, which will be rolled out next month, emphasised the fruit content of the bars and made it easier for shoppers to find their favourite product.
“With its eye-catching new look, Go Ahead! will be sure to grab the shopper’s attention,” said Sarah Heynen, United Biscuits UK marketing director of sweet biscuits.
To support the redesign, UB will launch a £4m marketing campaign later in the year.
Sales of Go Ahead! struggled in 2013, falling 6.1% to £51.4m [Nielsen 52w/e 12 October].