Pladis is out to boost the appeal of the healthier snacking category to younger consumers with the introduction of a new benefit-led non-HFSS range, Wholistic.
The range launches under the Go Ahead brand with two nut butter-filled, on-the-go snack bars – Wholistic Peanut, Dark Chocolate & Sea Salt and Wholistic Almond & Raspberry.
The 40g bars will roll out over the coming months at an RSP of £1.69 to £1.95.
The launch will be supported by in-store and digital media from February, with further activity in the pipeline for later this year.
Alongside a nut butter centre, the two variants contain a variety of ingredients, from nuts and dried raspberry pieces to roasted cocoa nibs and date paste. These are simply “cold pressed” – an on-trend feature of healthier bars.
Both bars offer also extra health benefits: Wholistic Peanut, Dark Chocolate & Sea Salt provides digestive support and is high in chicory root fibre, while Wholistic Almond & Raspberry boasts immunity support due to enrichment with vitamins, plus added zinc and iron.
Asli Akman, Health and Wellness Director – pladis UK&I, said Wholistic is “destined to turn the healthier biscuits category on its head”.
She added: “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.
“In fact, in trials, shoppers have already expressed their intention to purchase and try the bars.”
