The multigrain Hula Hoops will be available from next month and are made from rice flour, maize flour and wheat bran. The Hula Hoop brand is worth almost £70 million (€102.85m) in yearly sales and is currently the UK's fastest growing product in the bagged snacks market. According to UKUB, the 'healthier' snack market niche is one of the most popular sectors in bagged snacks and takes £77 million (€113.1m) in sales each year. A £1.5 million (€2.2m) advertising campaign is to accompany the launch. UBUK trade communications manager said: "UBUK has an ongoing commitment to making its products healthier, and the new multigrain variant of Hula Hoops is a natural extension for the brand. "The saturated fats and sodium levels in Hula Hoops have already seen a 55 per cent reduction this year." In March, the company reformulated many of its core brands to re-establish the products as healthier snacks. Hula Hoops now contain 80 per cent less saturated fat than in 2005 and are made entirely with sunflower oil. Following the changes, UBUK invested in advertising to raise awareness of the reformulations. Other crisp brands in the group's portfolio, such as Skips and Discos, were relaunched earlier this month with new packaging highlighting the reduction in fats.