KP Snacks is investing a hefty £4m in the McCoy’s brand’s latest full-on flavour release, the feisty Mexican-inspired tortilla, McCoy’s Muchos. Including TV advertising, Broadcast VOD, digital, out of home and in-store activity, the ‘When Mexican Flavour Calls’ campaign runs to the end of May. Responding to the growing popularity of Mexican flavours, KP Snacks launched the innovative half-moon shaped McCoy’s Muchos in January. The packa- punch tortilla crisps have proved instantly popular with consumers, with the latest data showing sales reaching £2.5m RV in the first 11 weeks of launch.

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