KP Snacks extends award-winning McCoy’s Epic Eats range

KP Snacks has announced it is expanding its McCoy’s Epic Eats range with the launch of Chip Shop Curry Sauce and Bangin’ BBQ flavours in a £1.25 PMP format. Delivering on McCoy’s unmistakable bold flavours, 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 earlier this year.

Available in stores from the beginning of January, the new McCoy’s Epic Eats PMPs are also non-HFSS, with 45 per cent 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 in February, while capitalising on the strength of the £1.25 PMP format. £1.25 PMPs are growing +27.8 per cent in the CSN category, driving 61 per cent of Independents’ sales. As trends towards more cautious spending continue, £1.25 PMPs appeal to consumers by offering a trusted price point.

The two new McCoy’s Epic Eats £1.25 PMPs extend KP Snacks’ market-leading £1.25 PMP range which is growing strongly +43.8 per cent. Worth £174.6m, McCoy’s is one of the top five £1.25 PMP ranges, growing +28.9 per cent.

Taste is the number one category driver in CSN and the new McCoy’s Epic Eats SKUs deliver big, bold flavours from the UK’s number one ridged crisp brand. The Chip Shop Curry Sauce variant brings a unique and tempting flavour to the CSN category, while Bangin’ BBQ offers a consumer favourite with a real flavour punch.

“We are delighted to be expanding our market-leading £1.25 PMP portfolio with two bold flavours from the McCoy’s Epic Eats range,” said Matt Collins, Trading Director at KP Snacks. “Since launching earlier this 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 to brand sales since launching in February this year in Nacho Cheese and Spicy Salsa variants. The product range recently won Product Launch of the Year at the Retail Industry Awards 2023. The McCoy’s brand is growing +18.2 per cent and maintains strong brand penetration at 25.4 per cent (consumed by one in four households).