KP Snacks is investing a further £1m behind Hula Hoops Flavarings this autumn, following its ‘Bigger, bolder, more irresistible’ campaign earlier this year.

The new campaign carries the strapline ‘Massive rings, mahooosive flavour’ and will span outdoor advertisement, including bus stop signage, and print and digital billboards.  

It will also include TV and video-on-demand advertising featuring on ITV Hub, C4 on Demand and Sky Media from this month.

Kevin McNair, marketing director at KP Snacks, said with 64% of cinema goers watching more films at home compared to two years ago, Hula Hoops Flavarings taps into this demographic of shoppers who are looking for sharing snacks.

He added: “Hula Hoops are eaten by 1.9 million consumers every week, making them one of the most popular snacks on the market. This campaign will heighten the awareness of Hula Hoop Flavarings and drive category growth within the sharing sector.”

The entire Hula Hoops range is currently worth £128m, growing at 16% year on year, outperforming the overall crisps, nuts and snacks category. Within this, Hula Hoops Flavarings is growing at 11% year on year.