The site www.goahead.co.uk was designed by United Biscuits' digital agency, Inbox - a member of Digital Marketing Group.

Its launch coincides with a high-profile TV campaign for the brand.

The new look and feel website, featuring the hunger monster from the TV ad, will encourage trial across the various go ahead! formats with a thirty pence money-off-next purchase voucher.

After registering their details, consumers are able to print off a voucher to be redeemed in-store. A follow up e-mail will encourage trial across other formats with further money-off-next purchase offers.

Also included on the site, is information on go ahead! and the range, as well as editorial articles with tips on how to lead a healthy lifestyle. The site will be promoted on the end frame of the TV ads and with PR on vouchering sites.

Since 2000 the healthier snacks market has grown significantly as consumers have become more health conscious - the healthier biscuits category is now worth over £357m and growing at 7% year on year

The go ahead! brand is continually evolving with the introduction of new formats and flavours to ensure it stays relevant to modern consumers.

Nic Casby, brand manager, go ahead said: "By constantly evolving and extending the brand with new flavours and formats, go ahead! continues to lead the healthy snacks category. The new website and clever sampling mechanic will help us drive brand engagement with consumers and get them trialling go ahead! across its various exciting formats."