KP Snacks is investing £4m in McCoy’s latest flavour release – the Mexican-inspired tortilla, Muchos.

Drawing inspiration from previous activations, the ‘When Mexican Flavour Calls’ campaign will launch on 22 April with TV advertising, Broadcast VOD, digital, out of home and in-store activity running until the end of May.

Claire Cooper, marketing manager at McCoy’s, commented: “McCoy’s Muchos has already seen phenomenal growth within the first few weeks of its launch and we’re confident the campaign will drive further appetite for the brand and product.

“The creative puts a new spin on the iconic ‘When Flavour Calls’ campaign which has become synonymous with full-on flavour in the minds of consumers and we’re excited, not only to see the response from consumers, but also the impact this will have in driving the category forwards.”

McCoy’s Muchos are available in three Mexican flavours – Cool Sour Cream & Onion, Tangy Nacho Cheese and Smokey Chilli Chicken. All three flavours are available in 8 x 180g RISP packs, with Tangy Nacho Cheese and Smokey Chilli Chicken also in 14 x 80g £1 PMPs.