KP Snacks invests £1m in “Hula Licious, Hula Lightful” campaign for Hula Hoops Puft

KP Snacks today announces a £1million investment in its “Hula Licious, Hula Lightful” campaign, driving 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.

The “Hula Licious, Hula Lightful” strapline focuses on Hula Hoops Puft’s great taste and strong credentials within healthier snacking. Coming in at just 72 calories per pack, Hula Hoops Puft offers a great option for a healthier daytime pick me up.

Last year, the entire Hula Hoops Puft range was relaunched, refreshing the brand with a modern new look and an exciting media campaign, while also being reformulated to be non-HFSS. With health remaining a key priority for shoppers and the healthy snacking segment growing in value +20.2% YOY^[1], the Hula Hoops Puft range offers the ideal choice as consumers seek out delicious and permissible snacks. The trend towards healthy eating is especially strong early in the year and the Hula Hoops Puft campaign is launching at the perfect time to engage consumers.

Aiming to continue driving brand penetration growth (+23% in the last 24 weeks)^[2], the campaign will keep Hula Hoops Puft front of mind for shoppers and will boost sales for retailers. The continued investment in promoting the brand builds on a successful ATL media campaign last year which reached 49m adults across VOD, OOH and radio.

John McDougall, Brand Manager at KP Snacks, says, “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”.

Worth £10m^[3] RSV, Hula Hoops Puft products are consumed by over 2 million shoppers each year^[4]. Hula Hoops Puft continues to be a top 5 Better for You multipack brand^[5] and is available in three tasty flavours: Salt & Vinegar, Salted and Grilled Beef.

^{[1] Nielsen IQ, Total Coverage, Total Value MAT 05.11.22}

^{[2] Nielsen IQ, Total Coverage, Total Value 24 W/E 05.11.22}

^{[3] Nielsen IQ, Total Coverage, Total Value MAT 05.11.22}

^{[4] Nielsen IQ, Total Coverage, Total Value MAT 05.11.22}

^{[5] Nielsen IQ, Total Coverage, Total Value MAT 05.11.22}