KP’s biggest ever NPD launch brings the fiesta to the snacking market

McCoy’s, the UK’s number one ridged crisp1, is continuing its mission of delivering full-on flavour with the launch of new McCoy’s Muchos, a distinctive crescent-shaped folded tortilla crisp, in three feisty Mexican flavours.  

The launch taps into the Mexican food trend’s growing popularity, with Mexican now being the UK’s fourth largest takeaway cuisine and a 71% growth in Mexican restaurants in 20172.  McCoy’s Muchos are a new and innovative corn, wheat and potato based crisp with a unique blend of six spices and beans locked into the base before being seasoned with full on Mexican flavours. Bringing excitement back into the Mexican segment, this double layered, folded tortilla snack offers a light and crispy puffed texture, combining full-on moreish flavour, texture and tortilla together in a totally new way.

Available in three fiercely Mexican flavours, Smoky Chilli Chicken, Nacho Cheese and Sour Cream & Onion, McCoy’s Muchos will be available from the end of January in a sharing bag format.

According to research, when sharing together 90% of consumers want to try something new,3 with flavour still being the number one purchase driver in the crisps and snacks category4. Additionally 48% of consumers eat crisps, nuts or snacks when watching a film with the majority of those taking this as an opportunity to spend time with friends and family5, making McCoy’s Muchos the ideal product to grow both the Mexican and sharing segments.

Claire Cooper, McCoy’s Marketing Manager says: “McCoy’s is one of our most successful brands, driving growth within the KP Snacks portfolio and the wider category. Sharing is now the second largest area within crisps, snacks and nuts, and continues to grow. We are very excited to launch such a new and unique Mexican-themed product into this arena, a much-needed injection of fun, flavour and innovation for the tortilla market.”

As KP Snacks’ largest NPD launch to date, the introduction of McCoy’s Muchos will be supported with a £4 million investment including above-the-line and in-store campaigns later in the year.

Part of the KP Snacks portfolio, Muchos is the latest product from McCoy’s, which has grown from strength to strength with growth of +3.3% in 2018 and the current brand value of £125m1. Launched 30 years ago, McCoy’s is now the 4th biggest brand in crisps, snacks and nuts with over 9 million households purchasing the brand and an excellent repeat rate of 55%6.

Launching in-store at the end of January, McCoy’s Muchos are available in a sharing bag pack size of 180g (RRP £1.99) in three intense flavours.

1 Neilsen 01.12.18

2 Mintel 2017

3 KP MMR 2018

4 Nielsen: MAT 06.10.18

5 HIM 2018

6 Kantar Worldpanel 02.12.18