Popular ridged crisps brand McCoy’s is getting a new year boost with the launch of three new flavours under the Fire Pit sub-brand.
Inspired by wood-fired, low and slow cooking, new McCoy’s Fire Pit come in three flavours: Flame Roasted Peri Peri, Flame Smoked Chorizo and Flame Scorched BBQ Ribs. Brand owner KP Snacks says Fire Pit taps into the fastest growing crisp/snacks flavours of spicy (sales up 7.1% according to Nielsen data), meaty (sales up 5.8%) and barbecue (sales up 4.5%).
Kevin McNair, marketing director of KP Snacks, said: “McCoy’s is one of our most successful brands and a leader in the CSN (crisps/savoury snacks) category, across both singles and multipacks. Flavour is the most important factor in CSN and we are extremely excited to bring something differentiated to the market that capitalises on this trend whilst bringing fun and innovation to the category.”
The launch aims to re-engage meal deal shoppers and reinvigorate the singles market, as well as capitalise on the popularity of multipacks, which have sold particularly well during 2020, and which KP expects to play an increasingly important role post Covid.
McCoy’s Fire Pit will be available in a multipack format at an rrp of £1.70; a 45g grab bag, rrp 89p; and a 62.5g price-marked pack, rrp £1.
The range will be supported by a £2m multimedia campaign in 2021.