United Biscuits is kickstarting 2010 with a massive £5.5m investment in marketing across its biscuits and snacking portfolio.

The company is spending £2.5m on two TV campaigns for its McVitie's Digestives, Hobnobs and Rich Tea brands. A £1m six-week TV campaign kicks off in February highlighting UB's £5m satfat reduction across the three brands.

As part of the spend, £1.5m will be spent re-running last year's Dunk or Not on-pack campaign, which returns in March supported by TV, online and in-store activity.

UB is also cutting the satfat in McCoy's by 30% and adding Bacon Sizzler to the range (rsp: 55p). "McCoy's continues to be extremely popular with young men but they increasingly want to balance pleasure with health," said a spokeswoman.

UBUK also announced this week that it is removing artificial colours and flavours from its Go Ahead! Crispy Slices, Yoghurt Breaks and Fruit Bakes. Revamped packaging will highlight the new health credentials from January.

Its crisps portfolio will benefit from a £3m media spend. A £2m ad campaign will start in February for Phileas Fogg. Salt & Mexican Lime Tortillas and Mediterranean Sea Salt Crisps sharing bags will join the range (rsp: £1.65).

Hula Hoops, meanwhile, are being linked to Sport Relief 2010 with UB sponsoring group 'Hoopathons' as part of Sainsbury's Sport Relief Mile events on 19-21 March. UB will donate £1 when a consumer donates using the barcode on Sport Relief packs. A £1m TV push will back the activity from February.