KP Snacks adds McCoy’s Thai Sweet Chicken to PMP line up

KP Snacks is continuing to develop its extensive £1 PMP range with the addition of the popular Thai Sweet Chicken flavour from the UK’s number 1 ridged crisp brand, McCoy’s[1]. 

The McCoy’s PMP portfolio, currently worth £5.7m RSV, is growing at an impressive +33% year on year[2]. Adding to the hugely popular range, McCoy’s Thai Sweet Chicken is one of the brands stand-out flavours, worth £2.2m RSV and growing 27.4% year on year[3].

The launch follows the addition of three new PMPs in February 2019; family-favourite POM-BEAR, classic Wheat Crunchies and Mexican-inspired NPD McCoy’s Muchos. The new flavour brings the number of £1 PMPs from KP to 21.

PMPs remain a hugely popular format within the Crisps, Snacks and Nuts category. £1 PMP ranges are growing ahead of the market at +19.4% versus non-PMP formats at +13.2%[4]. By continually investing in PMPs, KP Snacks has been instrumental in driving this growth, with its £1 PMP range out-performing the category and growing at a staggering +44% as a result[5].

Presented at the 2019 KP Snacks Insights Day, statistics show that 23% of shoppers actively look for a single portion pack when out and about, with price continuing to be the overall influencer when purchasing crisps in convenience, ahead of promotions and pack sizes[6].

PMPs are popular with retailers too, with 83% saying that PMPs sell faster than non-PMPs, 82% stocking them to stay competitive and 59% more likely to stock an NPD in a PMP format[7].

Matt Collins, Trading Director at KP Snacks says, “Stocking the right products, in the right formats is of paramount importance to retailers wanting to drive sales. We know that 47% of shoppers prefer a PMP[8] as it reassures them they are getting value for money and a great tasting snack. By adding brands and flavours that are rooted in insight, like McCoy’s Thai Sweet Chicken, we are enabling retailers to maximise the Food to Go occasion and will continue to see growth in this area.”

Currently worth £124.7m[9], the McCoy’s continues to be one of the most popular KP Snacks brands. 10 million households in the UK purchase McCoy’s crisps each year[10] and the range has an impressive 89% consumer brand awareness[11].

The new SKU will be available in 16x65g cases from w/c 1st July 2019, exclusive to convenience and impulse stores.

[1] Nielsen Scantrack 18.05.19

[2] Nielsen Scantrack 18.05.19

[3] Nielsen Scantrack 18.05.19

[4] Nielsen Scantrack 18.05.19

[5] Nielsen Scantrack 18.05.19

[6] HIM 2018

[7] Mintel 2018

[8] HIM 2018

[9] Nielsen MAT – 18.05.19

[10] Nielsen Scantrack

[11] Kantar Worldpanel