Can you give us an overview of the McCoy’s brand? How is it performing?
McCoy’s is an iconic and well-loved crisp brand, known for its big bold flavours and for being the UK’s number one ridged crisp. Over the last year, we have successfully driven sales and brand awareness by offering the right formats and a wide-ranging portfolio of flavour innovation.
The brand is worth £178.5m, growing in value at 19.5% YOY1 and is maintaining strong brand penetration at 24.6%2.
Tell us more about the Epic Eats range and the new products that have been recently launched.
Since launching our Epic Eats range in February 2023, the brand has achieved £5.7m in sales and driven brand category growth.
At the beginning of this year, we expanded the range with the launch of Chip Shop Curry Sauce and Bangin’ BBQ flavours in a £1.25 PMP format. The Chip Shop Curry Sauce variant brings a unique and tempting flavour to the CSN category, while Bangin’ BBQ offers a consumer favourite with a real flavour punch. The roll-out of these new PMPs follows the success of the McCoy’s Epic Eats Chip Shop Curry Sauce and Bangin’ BBQ multipacks which launched in 2023.
The new McCoy’s Epic Eats PMPs are non-HFSS, with 45% less salt than standard potato crisps on average.
What is the new wholesale incentive that will be supporting McCoy’s?
We have recently launched a £30k McCoy’s Epic Eats giveaway, which offers retailers the chance to win 1 of 100 £300 wholesale credit prizes. Running until 23rd March, retailers at participating wholesalers will be entered into the free prize draw when they buy a case of both new McCoy’s Epic Eats flavours: Bangin’ BBQ and Chip Shop Curry Sauce in £1.25 PMP format.
We are delighted to be continuing to support the Epic Eats range with retailer incentives such as this one that help to bolster brand penetration and awareness.
What media investment will be behind McCoy’s this year?
To continue driving awareness of our Epic Eats range, we are continuing our media campaign that launched last year with an additional round of investment. The campaign will run across radio and OOH from mid-February until the end of April.
Using the tagline, “Epic Flavour, Epic Crunch, Epic Eats” to spotlight the delicious taste and texture of the new products, the campaign leverages the strength of the McCoy’s brand as the number one ridged crisp.
What is driving the success and growth of the McCoy’s brand?
One of the biggest drivers for the brand’s success is its unique and dynamic flavour proposition. The McCoy’s portfolio offers new and exciting tastes in the right formats, driving both brand and category growth.
The new Epic Eats £1.25 format capitalises on the popularity of large PMPs which drive 61% of Independents’ sales3, while our core range in Grab Bags remains important as Food to Go missions continue to grow.
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