New McCoy's launch: Epic Eats available in Nacho Cheese and Spicy Salsa

KP Snacks has unveiled a brand-new product range for its ridged crisp brand with the launch of McCoy’s Epic Eats. Delivering on McCoy’s unmistakable bold flavours, the range features two new products, Nacho Cheese and Spicy Salsa.

Rolling into stores from 20 February, the McCoy’s Epic Eats range promises an epic snacking experience for shoppers looking to try something new.

With younger consumers significantly influenced by flavours when making purchasing decisions, the new range is perfectly positioned to attract younger shoppers to the category and the brand to drive penetration within this demographic.

“McCoy’s is the original and best ridged crisp brand, synonymous with big and bold flavours," said Amy Heap, Marketing Manager at KP Snacks. "We know taste is the most important factor driving purchases in CSN and our NPD reflects flavour trends and delivers innovative new products to the category. McCoy’s Epic Eats packs that flavour punch with the same signature crunch.”

McCoy’s Epic Eats is available in a Grab Bag format that is perfect for lunchtimes and a £1.25 PMP, ideal for capitalising on the strength of large format PMPs which are growing +25.7 per cent YOY.

Matt Collins, Trading Director at KP Snacks, added: “Consumers are always looking for products that are new and differentiated and McCoy’s is famous for its unique and dynamic flavour proposition. We’re supporting our retailer partners with an exciting new product range delivering the right flavours in the right formats to drive sales”.

The new range is supported by an engaging media campaign spanning radio and social to drive awareness of the new product range. Running from February to March, the Epic Eats radio activity is part of McCoy’s ongoing partnership with Global radio and will feature a range of on-air adverts including an exciting competition offering listeners the chance to win their own epic adventure.

McCoy’s is the UK’s leading ridged crisp brand, worth £148.1m and growing +1.4 per cent in value. McCoy’s is one of the top three PMP brands in CSN, with large format McCoy’s PMPs currently growing ahead of the category +45.1 per cent MAT.

The Epic Eats product range is available in a 45g Grab Bag format with an RRP of £1.00 and a 65g PMP format of £1.25.