Go Ahead! NPD Launch

Derrick Lin


Design: Anthem Worldwide
Project Type: Produced
Client: pladis UK & Ireland
Location: UK
Packaging Contents: Snacks
Packaging Substrate / Materials: Cardboard

Anthem Worldwide, the global creative agency, has continued its partnership with pladis, the global snacking company behind some of the UK’s most-loved snacks, to develop brand identities and packaging designs for two new products under the ‘go ahead!’ brand.

The go ahead! brand launched in 1996 as a lighter alternative to traditional biscuits and is now one of the UK’s leading health & wellbeing snacking brands. More than one in five households buy go ahead! products and the range offers a variety of delicious snacks including Crispy Fruit slices, Yoghurt Breaks and Fruit & Oat breaks.

Anthem was briefed to create a visual identity and packaging designs for the new launches, ‘Nutty Crunch,’ a nut covered biscuit and ‘Fruit & Nut breaks’ each comprising two flavour variants.

Mark Lloyd, Anthem Creative Director commented: “We’ve developed a contemporary take on the ‘go ahead!’ brand by adding more fun to the pack through lively, appealing typography packed with personality. The taste experience is brought to life through a characterful graphic treatment, while an uprated photographic style showcases the delicious appeal of the snacks.”

Christopher Owen, Marketing Controller at pladis UK&I added: “Anthem has neatly hit the brief to communicate the taste and brand character of the new range and we’re really excited to see them on shelves.”