McVitie's is taking its market-leading, health-oriented brand Go Ahead! into new territory with the launch of two cereal bars and two fruit cookies. It is forking out £4m to support the new offerings, which are being rolled out to the trade now. Backing will include sampling, outdoor and TV ads later in the year. Sales director Martin Perkins said the new ranges would generate sales of more than £9m and would reinforce the brand's values. The two cereal bars ­ Hazelnut and Pistachio and Apple and Sultana ­ both contain chunks of fruit and nuts and come in six-packs at an rsp of £1.39. They are aimed at eating on the move, particularly for younger consumers. Fruit Cookies come in Apple and Raisin and Cranberry and Orange flavours (rsp: 89p). {{P&P }}

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