Claire Cooper McCoy’s Marketing Manager

Claire Cooper is McCoy’s Marketing Manager at KP Snacks. Backed by a £4m campaign, McCoy’s Muchos is KP Snacks’ biggest ever launch, tapping Mexican food’s growing popularity. Claire Cooper spoke to Wholesale Manager.

How would you sum up the McCoy’s proposition?

Launched 35 years ago McCoy’s is KP Snacks’ best-selling brand and Britain’s number one ridged crisp1. McCoy’s have more substance than other crisps; it’s a maverick brand, delivering full-onflavoured crisps to full-on-flavoured people. Worth £124.4, RSV, the brand has grown over £13m in the last two years, driving category growth2.

Where do you make McCoy’s?

McCoy’s are made at Billingham, Teesside, where we produce 2 million packs a day!

Can you talk us through the McCoy’s range? Which are your bestselling products?

McCoy’s is known for classic flavours with a twist, like Salt & Malt Vinegar, Cheddar & Onion and Flame Grilled Steak, guaranteeing a full-on, mouthwatering, taste sensation. Recently we’ve expanded the range to include Sizzling King Prawn, Hot Mexican Chilli, and Thai Sweet Chicken. With new McCoy’s Chips (a homage to chip shop chips) and McCoy’s Muchos (our new Mexican addition) we’ve brought two intense new products to the category. Both are proving hugely popular in convenience – 38% of McCoy’s Chips sales are in convenience and impulse and McCoy’s Muchos is already worth £2.5m RSV, 11 weeks since launch.

What’s McCoy’s big usage occasion? Who are the core consumers?

McCoy’s caters for all occasions, with over 9 million households consuming McCoy’s each year3. Our consumers are really loyal, 63% returning to the brand in a year, versus 54% total grocery average4.

The biggest occasions are as part of adult lunches or weekday evening snacking5. With McCoy’s more likely to be chosen for lunchtime snacking and on-the-go, leveraging their association with soft drinks or sandwiches is a great way of driving spend instore.

How do you describe the new McCoy’s Muchos? What’s the story behind the launch?

McCoy’s Muchos is KP’s biggest ever launch, tapping the growing popularity of one of the UK’s biggest food trends: Mexican, the third most popular cuisine at home and the fourth favourite takeaway6.

However, even though Mexican is the trend of the moment, and the third largest segment in Sharing Crisps and Snacks, it’s lagged behind in category innovation. We wanted to harness this opportunity and respond to the insight that when sharing, 90% of consumers want to try something new7.

McCoy’s Muchos are an innovative new corn, wheat and potato crisp with a unique blend of spices and beans locked into the base then seasoned with full-on Mexican flavours. This double-layered, folded tortilla snack offers a light, crispy puffed texture, combining flavour, texture and tortilla in a totally new way.

They come in three authentically Mexican flavours; Smoky Chilli Chicken, Nacho Cheese and Sour Cream & Onion. McCoy’s Muchos launched in March.

How have they been received?

The response has been phenomenal. As mentioned, 11 weeks on, the brand is worth £2.5m RSV8. We’re launching a £4m campaign to support Muchos, encompassing TV, broadcast VOD, digital, out of home and in-store activity until the end of May.

What pack sizes are you offering McCoy’s Muchos in? Are you offering PMPs in wholesale?

All three flavours come in 180g packs. Wholesalers can also purchase Nacho Cheese and Smoky Chilli Chicken in 80g £1 PMPs.

How are you helping wholesalers grow sales?

Making depots easy to shop is essential. Our guidelines are that depot layout and flow should mirror the in-store environment. Depots should focus on the top 50 products, which generate 60% of sales. Easy layouts improve dwell times: wholesalers can use POS to interrupt and inspire, as 64% buy impulsively9. 82% of retailers want PMPs10 so it’s essential to stock a variety of price points, so the retailer understands the breadth of the range, and expand growth areas.

As a snacking company, what’s your view about offering healthy options?

We believe snacks can be enjoyed as part of a balanced diet and healthy lifestyle. Retailers are giving more space for lighter alternatives, and we’ve played a significant part, improving our products’ health credentials.

KP Snacks’ portfolio includes 37 products that are 100 calories or fewer per pack including POM-BEAR, Hula Hoops Puft, Skips, Popchips and Space Raiders. We also have active programmes to reduce saturated fat and sodium and remove artificial sweeteners, colourings and flavourings.

Our existing products are 83% free from artificial flavours: 92% free from added flavour enhancers: 98% free from artificial sweeteners: 100% free from artificial colours.

Is more NPD coming?

Crisps and snacks is a diverse, exciting category and consumers are always looking for something new. We’re developing sustainable NPDs that drive incremental sales for wholesalers and retailers, just like Muchos. Watch this space…