Crisp brands Hula Hoops and The Real McCoy's look set to take a big share of the spend, benefiting from a combined investment of £10m.
Hula Hoops is receiving £6.5m to raise awareness of innovations launching this year, as it seeks to increase pressure on market leaders Walkers and Pringles, the top two brands in the bagged snacks category.
Activity includes a revised method of flavouring the crisps, dubbed the 'Inside and out' system. It aims to give a more intense flavour throughout the pack, which will carry a 'Now even tastier' flash.
To support the innovation, Hula Hoops is launching a TV campaign with the strapline 'You coming in or what?'. The ads are expected to break in February and mark the end of Hula Hoops' previous campaign featuring hapless nerd Steve Threlfall.
A second Hula Hoops innovation, launching in February, is Shake 2 Flava, which lets consumers add seasoning to the crisps themselves.
A limited-edition 'Yee-hah It's Chicken' variant includes chicken-flavoured crisps and a sachet of BBQ sauce.
Hula Hoops has yet to reveal how it will support this product or whether other flavours will be launched.
Separately, McCoy's is introducing a Thai Sweet Chicken variety. It follows the success of Walkers Sensations' Thai Sweet Chilli variant since its 2002 launch.
United Biscuits said its Thai variant responded to "consumer desire for strong ethnic flavours". The company is also renaming the other products in its Spice range to associate them with specific countries: Mexican Chilli and Chinese Sizzling Beef.
Other McCoy's activity this year will include poster and TV campaigns and a Euro 2004 on-pack promotion, which will also run across Mini Cheddars and KP Nuts.
Creative for McCoy's and Hula Hoops is by Publicis.