McVitie’s Go Ahead brand will be relaunched in a bid to grow brand value by 10 per cent by the end of 2004.

The relaunch programme includes new packaging, new lower fat products and a £3.4m marketing campaign comprising TV advertising and sampling.

A range of rice crisp bars will join the existing Go Ahead product line, which includes cereal bars, cookies, mallows, flap jacks and muffins.

The rice crisp bars are covered in milk chocolate and come in three flavours: cranberry & orange, fruit & nut, and honey. Just the latter comes in an impulse format (rrp 31p) and 10-pack (rrp £1.42), while all three are available in a six-pack for 90p.

There will also be an addition to the cereal bar range. Mixed berry will join hazlenut & pistachio, and apple & sultana. Rrp is £1.53 for a six pack.

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