Leading ridged crisp brand McCoy’s, has enhanced the texture across its entire range and strenthened the flavour across its top-selling packs: Salt & Malt Vinegar, Cheddar & Onion, Original and Paprika.

On-shelf from February, the KP Snacks says the upgrade builds on the momentum of the brand’s recent re-design and will further 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 to help grab consumers’ attention.

Jeff Swan, marketing firector at KP Snacks comments: “McCoy’s is a hugely popular brand with strong heritage in the UK and we’re excited to kick off the year with plans that will drive this further. 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 in order to give consumers the best possible eat experience. 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.