KP Snacks invests £1m in Hula Hoops Puft campaign

KP Snacks has revealed a £1m investment in its ’Hula Licious, Hula Lightful’ campaign to drive awareness of Hula Hoops’ light, low-calorie and non-HFSS offering, Hula Hoops Puft.

Launching from the beginning of February, the campaign will run for six months across multiple channels including radio, Video on Demand and Out of Home.

Last year, the entire Hula Hoops Puft range was relaunched with a modern new look and a reformulation to be non-HFSS.

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.”