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KP Snacks launches three hot new McCoy's "wood-fired" flavours for 2021

Andy Marino
By Andy MarinoDec 10, 2020
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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KP Snacks today (10) announced the launch of a brand new McCoy’s range, McCoy’s Fire Pit - featuring three products inspired by the trend of open-fire, or "wood-fired" cooking.

The three new McCoy’s flavours are Flame Roasted Peri Peri, Flame Smoked Chorizo, and Flame Scorched BBQ Ribs. The launch taps into the fastest growing CSN flavours of Spicy (+7.1 per cent), Meaty (+5.8 per cent) and BBQ (+4.5 per cent)[1], with smoky, chargrilled flavours traditionally associated with cooking meat slowly over an open fire.

With typical McCoy's boldness, the new range has a flavour and spice level to suit all tastes. Flame Roasted Peri Peri takes a national classic with medium heat, and consumers will experience hot and tangy chili-marinated chicken, pepper roasted over coals and a twist of charred lime. Flame Smoked Chorizo is a milder flavour that brings together paprika, chili, red bell peppers and spiced cured pork sausage, and combines it with sautéed and roasted onions. Cooked low and slow for the succulent and sweet and smoky pork rib taste, Flame Scorched BBQ Rib delivers a classic rich and tangy Deep South flavour.

"McCoys is one of our most successful brands and a leader in the CSN category, across both singles and multipacks," says Kevin McNair, Marketing Director of KP Snacks. "Flavour is the most important factor in CSN and we are extremely excited to bring something differentiated to the market that capitalises on this trend whilst bringing fun and innovation to the category."

Matt Collins, Trading Director of KP Snacks adds: "Our delicious range will drive sustainable value growth across all channels. With a variety of formats available, the new product range aims to capitalise on the increase in in-home consumption and recent growth of multi-pack sales across all channels whilst supporting the recovery of profitable single sales in the Convenience channel."

The McCoy’s portfolio is worth £132.1m RSV and growing in value +0.7 per cent[2]. McCoy’s is delivering +22.5 per cent YTD ahead of the total Multipack segment at +5.7 per cent and +53.3 per cent YTD ahead of the total £1 PMPs sharing segment at 15.8 per cent[3]. According to Kanter research, McCoy's is the No.1 ridged Crisp brand and No.1 meal deal choice, purchased by 8m households[4].

Launching in stores from the first week of January 2021, McCoy’s Fire Pit is available in Multipack format at an RRP of £1.70, a 45g Grab Bag format with an RRP of £0.89, and a 62.5g PMP format with an RRP of £1.

The Fire Pit range will be supported with a £2million multimedia campaign.

[1]Nielsen Scantrack Tot Covg, Value sales MAT 18.04.2020[2] Nielsen Scantrack 31.10.20, MAT[3] Nielsen Scantrack 31.10.20[4] Kantar WPO 52 w/e July 2020
csnfire pitkp snacksmccoy’s

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