KP Snacks, the UK arm of Intersnack, is targeting the better-for-you food consumer with the launch of a baked version of its Hula Hoops snack.

Hula Hoops Golden Hoops is being launched in a cheese flavour. It contains less than 30% fat than standard crisps, KP Snacks said.

“The better-for-you category continues to grow as more and more consumers focus on healthier lifestyles and seek alternative snack options. Golden Hoops taps into the fast-growing market for permissible snacking by offering shoppers a healthier, yet tasty option that can be enjoyed either at home or on the move,” said Matt Collins, trading controller for convenience and wholesale channels at KP Snacks. “The concept has tested incredibly well with consumers, and our research has revealed that sales are expected to deliver over GBP10m (US$14m) retail sales value in the first year. This is a huge opportunity for independent retailers to grow their crisps and snacks sales, and we’re encouraging them to take full advantage by stocking up ahead of demand.”

The product is available in a 50g bag at an RRP of GBP0.69 at all major multiples and in the convenience channel.