How is the McCoy’s brand currently performing? McCoy’s is the UK’s number one ridged crisp brand and continues to show strong performance, growing ahead of the overall Bagged Snacks category. Flavour remains the number one purchase driver within Crisps, Snacks and Nuts (CSN) and McCoy’s is famous for its bold and dynamic flavour portfolio, delivered on its trademark ridges. We are continuing to respond to the demand for big, bold flavours with our Epic Eats sub-range which delivers innovative flavour rotations alongside McCoy’s signature crunch.
Worth £183.6m1, McCoy’s maintains strong brand penetration and is purchased by one in four households2.
What trends are driving the crisps & snacks market and how does McCoy’s play into these?
Alongside great flavours, consumers are looking for products in the right formats to suit their needs. PMPs continue to drive significant growth within the category, worth over £365m, with £1.25 PMPs driving 61% of Independent retailers’ sales3. McCoy’s is one of the top five Bagged Snacks brands within the £1.25 PMP segment, delivering a range of best-selling SKUs including Flame Grilled Steak and Salt & Malt Vinegar.
Meanwhile Food to Go remains the fastest-growing mission within the Convenience channel4, with weekday lunch representing the most popular time for eating on the go. Meal Deals continue to grow in popularity as part of this occasion and 53% of shoppers say they want CSN products as part of a Meal Deal combo5. McCoy’s Grab Bags perform well within Meal Deals, offering the perfect snacks to liven up lunch times.
As part of our ranging advice we always recommend retailers stock new products to add excitement and interest for shoppers. The McCoy’s Epic Eats sub-range offers a rotating selection of flavours that provides consumers with something new and unique.
Tell us about the new variants in the McCoy’s Epic Eats range. What flavours are launching?
The Epic Eats range is designed to excite and engage Bagged Snacks shoppers with fresh and differentiated flavours, and our latest additions – Grilled Cheese and Flamin’ Fajita – do exactly that. Inspired by American flavours and the iconic diners and food stands associated with American road trips, the Grilled Cheese variant delivers the flavours of a classic comfort food in an irresistible snack, while the Flamin’ Fajita variant blends bold spices and smoky flavours.
Launched in £1.25 PMP format, the new products capitalise on the strength of this segment, with 57% of impulse shoppers buying PMPs6.
Will the new crisps be non-HFSS?
Both new flavours are non-HFSS which means they are exempt from location restrictions in-store, helping retailers to drive impulse sales. As shoppers remain increasingly health-conscious, the new products offer a healthier choice that doesn’t compromise on McCoy’s excellent flavour and texture credentials.
How will the new launches be supported?
To drive standout on shelves and tempt shoppers to try something new, the new SKUs feature an exciting on-pack promotion offering consumers the opportunity to win an epic American road trip. The promotion also offers shoppers the chance to receive discount vouchers which can be redeemed at participating restaurants and diners across the UK.
How can wholesalers maximise their Crisps, Nuts and Snacks sales?
CSN is a scalable, priority category, demonstrating resilience through difficult economic times. Last year, we launched our ‘25 to Thrive’ ranging advice which provides a core recommendation of must-stock Crisps, Snacks, Nuts and Popcorn SKUs to drive category sales. Wholesalers can support retailers by educating them about the right brands to stock and by following ’25 to Thrive advice themselves’ – stocking the right range of best sellers, making sure they are visible, well signposted and always available in depot. These key brands lend themselves to off-shelf promotions and rack ends offering clear purchase messages and a call to action to retailers.
McCoy’s is a key brand within the ‘25 to Thrive’ range, with three top-selling SKUs featuring in the recommended Bagged Snacks fixture. However, with shoppers also always on the lookout for new and exciting products, it’s important to stock a complementary offering of NPD, creating variety and engaging shoppers.
Is there anything else new and exciting happening with the McCoy’s brand?
At McCoy’s we’re constantly working to drive brand growth and penetration. Earlier this month we made the massive announcement that McCoy’s has been named the official Savoury Snacks Partner of the NFL across the UK and Ireland. This three-year partnership will include broadcast sponsorship and in-ground promotion, from branding to sampling, at the three games being played in London this October. McCoy’s will also partner with the NFL on an exciting series of competitions and retail activations. We’re thrilled to be bringing together bold flavours and epic entertainment, taking fans’ enjoyment of the NFL to the next level.
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