KP Snacks is expanding its McCoy’s Epic Eats range with the launch of Chip Shop Curry Sauce and Bangin’ BBQ flavours in a £1.25 price-marked pack (PMP). The roll-out of the new PMPs follows the success of the McCoy’s Epic Eats Chip Shop Curry Sauce and Bangin’ BBQ multipacks which launched last year.
Available in stores from this month, the new McCoy’s Epic Eats PMPs are also non-HFSS, with 45% less salt than standard potato crisps on average.
The introduction of the two new SKUs expands the McCoy’s Epic Eats range following its launch last February, while capitalising on the strength of the £1.25 PMP format. The £1.25 PMPs are growing by 27.8% in the crisps and snacks category, driving 61% of Independents’ sales (Nielsen data). As trends towards more cautious spending continue, KP says £1.25 PMPs appeal to consumers by offering a trusted price point.
Worth £174.6m, McCoy’s is one of the top five £1.25 PMP ranges, growing +28.9% (Nielsen).
Matt Collins, trading director at KP Snacks, said: “We are delighted to be expanding our market-leading £1.25 PMP portfolio with two bold flavours from the McCoy’s Epic Eats range. Since launching last year, McCoy’s Epic Eats has performed strongly, driving brand penetration and exciting consumers. We are committed to supporting our retailer partners with big, innovative flavours that are delivered in the right format to drive sales.”
McCoy’s Epic Eats has contributed £5m (Nielsen) to brand sales since launching in Nacho Cheese and Spicy Salsa variants. The McCoy’s brand is growing +18.2% (Nielsen) and maintains strong brand penetration at 25.4% (consumed by one in four households – Kantar data).
