McCoy’s is launching its first ever flat crisp. The McCoy’s Thick Cut range has been introduced with the aim of recovering the declining flat crisp consumption among young male consumers.

The range is available to convenience retailers in 50p price-marked and non-PMP 35g handypacks, in BBQ Chicken and Cheddar & Red Onion flavours.

Matt Collins, trading controller convenience, KP Snacks, said: “We know that the current flat crisp offering isn’t meeting consumer demand. Shoppers want a snack that will satisfy their appetite in between meals and are turning to other snack alternatives that are more filling. With this in mind, we’ve developed Thick Cut, a hunger-busting range of flat crisps that really delivers on flavour.

“This year has already seen some exciting activity from McCoy’s. First we introduced a stronger flavour across our best-selling packs, then we launched our huge When Flavour Calls TV campaign, and now we’re introducing a first for the brand with a thick cut flat crisp. But it doesn’t stop there. Our always-on communications strategy ensures McCoy’s is front of mind for consumers all year round.”

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