KP Snacks is reaffirming its commitment to the under 100 calories portfolio, which currently consists of 37 products including POM-BEAR, Skips and Space Raiders, by launching creative campaigns for two of its flagship brands; Hula Hoops Puft and popchips.
As a part of its ‘Taste for Good’ commitment KP Snacks have been working on improving the health credentials of their products for a number years. Since 2005, KP Snacks have reduced saturated fat by 80% across their core brands and have pledged to make over 50% of their products under 100 calories per pack by 2025.
With 34% of shoppers looking for healthy snacking products and 49% saying they would chose crisps or savoury snacks over a sugary option, KP Snacks is responding to this rising demand with an £2m marketing push. Coming in at under 100 calories per serving, popchips and Hula Hoops Puft provide more better for you snacking options without compromising on big flavour – perfect for consumers who are looking for a tasty healthier product to share and for retailers looking to capitalise on the ‘Better for You’ trend.
Hula Hoops Puft, the tasty snack at only 72 calories, will return to TV on January 14th with the launch of a new campaign; Mouth Meditation, featuring the voice of comedian Miranda Hart. Supported by digital, out of home media and in-store activation, the 20-second advert carries the tagline “try to resist the urge to lick the TV”, reminding consumers that the light, crisp and tasty snack is just 72 calories per pack and available in a range of delicious flavours (Salted, Salt & Vinegar, Beef and Sweet Chilli).
The £1.5m campaign will support the growth of Hula Hoops Puft brand which is currently worth £8m RSV and growing +23% (YTD). The continued investment in the brand has yielded incredible results in 2018 with Puft enjoying a loyal repeat rate of 41.7% as well as 33% more shoppers choosing the product YOY)2. Value sales are up 18% value sales YTD with 50% of growth incremental to the category)2.
In addition to the £1.5m invested in Hula Hoops Puft, KP Snacks are also injecting £500k into a creative outdoor media campaign commencing 28th January for popchips, the fastest growing bagged snack launch of the last decade, still seeing growth over 30% in 2018. Focused on key city centre locations and transport hubs the campaign aims to reach a professional, urban audience with the message that ‘better for you’ doesn’t have to be boring.
The campaign will be supported by guerrilla marketing and large scale sampling and will see popchips work with a host of digital influencers to bring to life its unique and playful approach to health and wellness, empowering consumers to #EnjoyMore.
Kevin McNair, Marketing Director at KP Snacks comments: “We want to raise consumer awareness of the healthier snacking choices that are available to them but without compromising on flavour. At KP Snacks we want to empower crisp lovers to enjoy snacking with a colourful and positive attitude, and without the need to use guilt-focussed language. Hula Hoops Puft and popchips form part of our extensive under 100 calories portfolio that offers retailers a range of products and formats that can be activated across all areas of the store. We are particularly delighted to have Miranda Hart on board for this new Puft campaign which really portrays the playfulness of the brand and allows retailers to capitalise on the growing healthy living trend.”
Hula Hoops Puft and popchips stand alongside 37 products including POM-BEAR, Skips and Space Raiders in the KP Snacks under 100 calories portfolio, designed to give customers a range of options across the market.