Whole grains are set to hit the bagged snacks fixture with UBUK's launch of Hula Hoops Multigrain next month.
To strengthen its commitment to health, the snacks producer has also signed up celebrity Louise Redknapp as the face of its Go Ahead! brand.
The Multigrain extension comes in salt & vinegar and cheese & onion flavours. The Hoops are also available in two multipack formats, with additional prawn cocktail, saucy barbecue and pickled onion flavours. The launch will be supported by a £1m TV campaign.
"The multigrain variant is a natural extension for the brand," said trade communications manager Jessica Wylie. "The saturated fat and sodium levels in Hula Hoops have already reduced by 55% this year."
Wylie said the Hoops, made using rice flour, maize flour and wheat bran, contain more cereal than potato, which makes them a better source of fibre.
Using rice flour in snacks is a growing trend. Pringles also announced earlier this month that it would be using the grain in its healthier Rice Infusions variant.
UBUK is also bringing out an on-pack promotion in June for its healthier snacking brand Go Ahead! Three people can each win a £10,000 shopping spree accompanied by Redknapp.
The celebrity recently starred in a TV documentary on the perils of dieting down to 'size zero', and has spoken out in favour of sensible weight management.
"We expect this promotion to generate a buzz and lead to strong sales for retailers," said Wylie.
The promotion, which also offers £5-off coupons for Toni & Guy haircuts, will feature across the Go Ahead! brand.
The producer said it would also be adding a blueberry variant to the Yoghurt Breaks snack bars range to cash in on the craze for the fruit.
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