Health range for McVitie’s

Jones Knowles Ritchie is the designer for Go Ahead, a new range of “health” products for McVitie’s, which has spent 4m on the launch.

Go Ahead will hit the shelves next week. The consultancy did not participate in a pitch as it is on McVitie’s regular roster.

The range consists of 17 different products, ranging from fruit biscuits and chocolate cake bars to corn chips and frozen desserts.

“They’re a healthy option, reduced fat range, but we didn’t want them to look like an apology for being low fat, like something you should eat because it’s better for you,” says consultancy creative director Ian Ritchie.

He chose a bright strong green as a unifying colour for all the products, and the G of the hand- scripted logo starts in a devil’s forked tail.

“We wanted to give the idea of ‘go on, be a devil’,” adds Ritchie.