McCoy’s is launching a new and improved Paprika flavour.

Paprika is the fastest growing flavour in ridged crisps at +62% (AC Nielsen).

In store from the end of January in a single grab bag (47.5g) format at 89p RRP, the new flavour will feature the ‘Find a Gold Crisp, Win £10,000’ on-pack competition from January to April.

It will be supported as part of the brand’s £1.5million TV and digital campaign in April 2018.

Matt Collins, Sales Director for Convenience, Wholesale, Discounters & Foodservice at KP Snacks, comments: “Flavour is still the number one sales driver within crisps and snacks, with 65% of purchase decisions based on taste. As the brand known for full-on flavour, McCoy’s is perfectly positioned to help retailers capitalise on this trend by offering consumers a delicious and improved Paprika flavour”.