KP Snacks, the UK arm of Intersnack, is expanding the Hula Hoops brand with the launch of Hula Hoops Puft.

The company said the product was a cheese flavoured “lighter version” of Hula Hoops. Aimed at impulse shoppers, it will roll out this month in a 20g “handy-pack”. The launch will be supported by a marketing campaign including TV, digital and point of sale promotion.

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Matt Collins, trading controller convenience, commented: “Hula Hoops Puft will bring to life the fun element of the brand, whilst engaging with those in search of a lighter snack. Innovation is incredibly important for our future product development and Hula Hoops Puft is a perfect example of this.”