Activity is set to include its first TV advertising for 25 years.
Rolling out now, the new sesame seed flavour snack, which retails at 82p, comes in a bright yellow and orange 150g box featuring a new logo and a pop-up mechanism.
It is targeted at parents in the 25 to 45-year-old group.
Advertisements are due to hit the small screen at the beginning of June for a month, with a second burst scheduled for September.
Other activity includes instore promotions and sampling which is timed to coincide with the TV campaign.
It will involve a team touring retail outlets in a mini Tuc truck and distributing packs sporting money-off vouchers to around half a million shoppers.