KP Snacks has announced today the latest additions to its award-winning McCoy’s Epic Eats range, with the launch of Grilled Cheese and Flamin’ Fajita flavours in the popular £1.25 PMP format. Rolling into stores in September, the new flavours are also non-HFSS.
Delivering flavours inspired by America’s iconic diners and food stands, the two new SKUs feature an exciting on-pack promotion offering shoppers the chance to win an epic adventure, with five American road trips to be won. Running from 2 September to 20 December, the on-pack promotion will also see winners receive discount vouchers to be redeemed at participating UK restaurants and diners.
Designed to excite consumers with fresh and unique products, the McCoy’s Epic Eats sub-range is known for its innovative flavour rotations. Contributing £10.5m to brand sales since launching last year, the McCoy’s Epic Eats range delivers signature crunch and bold flavour, available in the right formats to engage shoppers and drive category growth.
Expanding KP Snacks’ market-leading £1.25 PMP range, the two new SKUs capitalise on the strength of the £1.25 PMP segment which is growing +8.6 per cent ahead of the overall category (+6.1 per cent). With McCoy’s representing one of the top five £1.25 PMP brands within Bagged Snacks, the two new products are perfectly positioned to drive category growth, with £1.25 PMPs accounting for 61 per cent of Independents’ sales.
“McCoy’s is well-known and loved for its dynamic flavour proposition and continues to cater to the demand for bold, new and differentiated products,” said Brand Manager John McDougall. “We are thrilled to be refreshing the Epic Eats range with two new additions, perfect for exciting shoppers and ensuring the range remains relevant within the category. By launching the new PMPs alongside an exciting on-pack promotion, we are driving engagement and tempting shoppers to try something new.”
McCoy’s is the UK’s number-one ridged-crisp brand, worth £183.6m and growing nine per cent YOY. McCoy’s maintains strong brand penetration at 25.4 per cent (consumed by one in four households).
