KP Snacks has invested £1m in a new campaign for Hula Hoops Puft, ‘Hula licious, Hula lightful’.

Launching at the beginning of February, the campaign runs for six months across radio, on-demand and outdoor.

The strapline focuses on the range’s low-calorie credentials, with 72 calories per pack.

KP Snacks launches reformulated non-HFSS Tyrrells and Hula Hoops Puft lines

Last year, KP Snacks relaunched Hula Hoops Puft to be non-HFSS with new packaging and a campaign which reached 39 million adults. The range has seen a penetration growth of 23% in the last 24 weeks, has a retail sales value of £10m, and is consumed by more than two million shoppers each year.

John McDougall, brand manager at KP Snacks, said: “Following on from a successful 2022, where we reformulated the product to make it compliant with HFSS legislation and rolled out a packaging refresh to help improve its appeal to adult consumers, the campaign will look to drive further consumer awareness of the brand. Daytime snacking is on the rise and shoppers will be increasingly seeking out more permissible options, with the beginning of the year representing a key period for healthier snacking, and Hula Hoops Puft is perfectly positioned as a tasty and low-calorie snack”.

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