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KP raises its game

01 February, 2004
Page 54 
An aggressive assault on the snacks category in 2004 has been planned by the United Biscuits Group, which is raising its marketing spend for the year by 30 per cent to £44 million – its biggest-ever investment.
The programme kicks off with major initiatives on two brands within the KP Snacks portfolio – The Real McCoy’s and Hula Hoops.The company is investing more than £3.5m on The Real McCoy’s, which will benefit from a major overhaul, including new packaging across core and Spice ranges; the launch of Spice Thai Sweet Chicken flavour; a new salted flavour to replace Rock Salt; new multipack larger pack counts and single-flavour packs; and the return of the ‘Bag of Best’ TV advertising campaign. Hula Hoops is being supported with a £6.5m package to create awareness of the innovations, which include: a new ‘inside and out flavour’ delivery system; a new limited edition Shake 2 Flava product (includes a sachet of BBQ Sauce seasoning for consumers to ‘create their own taste’); and a £4m TV campaign. 0800 1380813