Bigger, bolder and more irresistible: KP Snacks doubles investment in Hula Hoops Flavarings

KP Snacks, the UK’s 2nd largest snacks manufacturer, is continuing its advertising drive with a £2 million investment in Hula Hoops Flavarings. Running from 4th March through to April, the campaign will showcase the big, bold and irresistible flavours of the new crispy, light and melt-in-the-mouth snack and includes the first ever TV advert for the brand.

The light-hearted 30-second TV advert takes inspiration from the growing trend of stunts and pranks, popular on social media. Playful and high-spirited, the advert focuses on the truly irresistible taste of NEW Hula Hoops Flavarings, great snack for family sharing occasion. The media campaign will also encompass out-of-home, social media support and shopper marketing activations in larger retailers.

Kevin McNair, Marketing Director says: “We wanted to portray a homemade feel with this campaign, taking inspiration from the very home videos that our Hula Hoops consumers create with their families. With both the Hula Hoops Brand and the sharing segment experiencing double-digit growth, we are confident this new campaign will resonate with snackers and drive sales at every level in the supply chain, from wholesalers to independent retailers.”

Launched July 2018 to address the lack of “flavourful” alternatives within the family sharing segment Hula Hoops Flavarings was immediate embraced by consumers and is now worth £3m RSV. With taste the number one sales driver for shoppers, Hula Hoops Flavarings were created to give families a taste sensation whilst snacking and are available in three irresistible flavours – Tangy Cheese, Salt & Vinegar and Spicy.

Hula Hoops are eaten by 1.9 million consumers every week – that’s 3 packs sold every second – and the brand is currently worth £120.4m, with a double-digit MAT growth of +16.9%. Hula Hoops Flavarings benefits from this incredible performance and also capitalises on the growth of the sharing segment which is currently experiencing sales +13.2%.

KP Snacks has driven the growth of the iconic British brand with continued investment in product development, launching extensions to both their Hula Hoops Puft and Big Hoops ranges in 2018 as well as the new Hula Hoops Flavarings range. The brand has an impressive 90% awareness and is a continual hit with shoppers, with products covering all missions and consumer needs

Hula Hoops Flavarings are available in 8x90g cases for sharing bags (RRP £1.50 per pack), available in Tangy Cheese, Salt & Vinegar and Spicy and in case sizes of 12x55g for £1 PMPs available in Tangy Cheese.

1 Nielsen MAT: 29.12.18

2 Mintel 2018

3 Nielsen MAT 26.01.19

4 Nielsen MAT 26.01.19