UK food company United Biscuits is to increase the amount of money it spends on marketing its brands by 30% to £44m (US$80.9m) this year.

The investment, the company’s largest so far, is part of its strategy for growth across its biscuits and snacks business, reported Marketing.

United Biscuits, which owns brands such as McVitie’s, KP nuts, Skips and Jaffa Cakes, is to spend a total of £10m on marketing its Hula Hoops and McCoy’s crisp brands this year.