McCoy’s is to introduce an improved more crunchy texture across its entire range, as well as a stronger flavour across its top-selling packs: Salt & Malt Vinegar, Cheddar & Onion, Original and Paprika.
On-shelf from February, the changes follow the brand’s recent re-design and aim to strengthen its appeal to a younger male audience. In addition to the improved taste and crunch, the packs will now also feature a front of bag flash communicating the ‘Now even stronger flavour’ message.
Jeff Swan, Marketing Director at KP Snacks, commented: “Consumer research has shown that taste and strength of flavour highly influences purchase decisions, so we’re confident that McCoy’s fans will love our stronger flavours and even crunchier texture.
“In such a significant and growing category, it’s important that we continue improving our products. McCoy’s is a big seller in the convenience and impulse channel and our range is a must-stock for every retailer selling crisps and snacks.”
McCoy’s is being supported with a £4.5m marketing campaign throughout 2016.