Exclusive Mary Carmichael A ruthless overhaul of McVitie's superstar better-for- you brand Go Ahead! is to include culling some products, bringing in replacements and revamping the ad campaign ­ all in the name of good taste. "There's no trade off on taste in lower fat anymore; it is the most important factor," said sales director Colin Hutchison. "Some of our products were alright for their time but tastes have moved on. "We've taken out products that we don't believe deliver." The axe has fallen on Butter Crisps, Ginger Crisps, Apple Fruit-Ins, Apricot Fruit-Ins, Chocolate Chip Cookies and Plain Chocolinis. The newcomers, which roll out gradually from February 12, are: Caramelinis ­ layers of milk chocolate, caramel and biscuit (rsp: 89p for 250g), Figfuls fig rolls (59p for 150g), strawberry and citrus flavour Bakes, as well as forest fruits and sultana flavour Crispy Fruit Slices (83p). Like most of the £100m range, these target 17 to 35 year old women. Pack format alterations include replacing five packs of Bakes and Chocolate Caramel Crunch with six packs. The latter will also be available in a 10-pack. The good taste cull also extends to the brand's much maligned snack police' ad series. A new £4m ad campaign will focus on taste values. The ad, scheduled to start in May ­ after the logistical reorganisation has had time to settle on shelves ­ will run through the second half of the year. Instore sampling and trade promotions are also planned. {{P&P }}

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