KP Snacks has launched a new creative campaign to promote its healthy brands. The company is reaffirming its commitment to less than 100 calories portfolio, which currently consists of 37 products including POM-BEAR, Skips and Space Raiders.

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 increase the number of products with 100 kcal or fewer per pack by +50% by 2025.

With 34% of shoppers looking for healthy snacking products and 49% saying they would choose chips or savory snacks over a sugary option, KP Snacks is responding to this rising demand with an GBP2m marketing push, the company says. Coming in at under 100 calories per serving, Popchips and Hula Hoops Puft provide more better for you snacking options without compromising on flavor.

Hula Hoops Puft, the tasty snack at only 72 calories, returned to TV on January 14 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 flavors such as salted, salt & vinegar, beef and sweet chilli.

The GBP1.5m campaign will support the growth of Hula Hoops Puft brand which is currently worth GBP8m RSV and growing +23% (YTD). The continued investment in the brand has yielded results in 2018 with Puft enjoying a loyal repeat rate of 41.7% as well as 33% more shoppers choosing the product YOY). Value sales are up 18% value sales YTD with 50% of growth incremental to the category).

In addition to the GBP1.5m invested in Hula Hoops Puft, KP Snacks are also injecting GBP500k into a creative outdoor media campaign commencing January 28 for popchips, the fastest growing bagged snack launch of the last decade, still seeing growth over 30% in 2018.

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 flavor. At KP Snacks we want to empower crisp lovers to enjoy snacking with a colorful and positive attitude, and without the need to use guilt-focused 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 capitalize on the growing healthy living trend.”