New flavours include Chip Shop Curry Sauce & Bangin’ BBQ launched in multipacks
KP Snacks today announces the expansion of the McCoy’s Epic Eats product range with two brand new SKUs: McCoy’s Epic Eats Chip Shop Curry Sauce and McCoy’s Epic Eats Bangin’ BBQ. Delivering on McCoy’s iconic bold flavours and an even more satisfying crunch, the exciting new products are also non-HFSS, with 45% less salt than the standard potato crisp on average.
The introduction of these two new flavours follows the successful launch of McCoy’s Epic Eats in February, which has contributed £1.2m[1] to brand sales since launch, and capitalises on the strength of McCoy’s popular multipack range which is growing ahead of the CSN multipack segment at +25.7%[2].
Taste is the number one category driver in CSN and McCoy’s Epic Eats multipacks deliver big, bold flavours from the UK’s number one ridged crisp brand. Perfect for making lunchtimes unmissable, 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 new product launches are supported by a £1million media campaign, featuring radio, OOH and social media elements to drive awareness and brand penetration with the strapline, “Epic Flavour, Epic Crunch, Epic Eats.”
Amy Heap, Marketing Manager at KP Snacks says: “The McCoy’s brand is famous for delivering bold flavours on our trademark ridges and we are excited to be expanding our range with the brand new Epic Eats multipacks. The two new launches will drive sales and category growth by engaging shoppers and tempting them to try something new.
“With 45% less salt than standard potato crisps, the new non-HFSS flavours enable our consumers to make a healthier choice without compromising on the delicious flavour and crunch they expect from the McCoy’s brands.”
Initially launching in Tescos and Asda in July, followed by Sainsbury’s in October, McCoy’s Epic Eats multipacks will be available in 6x25g multipacks at an RRP of £2.25.
Worth £165m and growing +13% YOY, McCoy’s is one of the top three multipack brands in CSN[3] and maintains strong brand penetration at 25.4% (consumed by one in four households)[4]. The new McCoy’s Epic Eats multipack join Epic Eats Nacho Cheese and Spicy Salsa variants which launched in Grab Bag and PMP formats in February.
[1] Nielsen IQ, Total Coverage, Total Value, MAT 27.05.23
[2] Nielsen IQ, Total Coverage, Total Value, MAT 20.05.23
[3] Nielsen IQ, Total Coverage, Total Value, MAT 20.05.23
[4] Kantar 52 w.e 14.05.23
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