• Inspired by “wood fired” cooking, new McCoy’s Fire Pit hits the market with three sizzling flavours
  • Range available across Multipack, Grab Bag, and PMPs

KP Snacks is pleased to announce the launch of a brand new McCoy’s range, McCoy’s Fire Pit. McCoy’s, the UK’s number one ridged crisp brand[1], is continuing to deliver its full-on flavour mission with the launch of McCoy’s Fire Pit – a brand new range featuring three great tasting products inspired by the trend of open fire, or “wood fired” cooking.

McCoy’s Fire Pit takes ordinary BBQ flavours to the next level with three sizzling flavours including Flame Roasted Peri Peri, Flame Smoked Chorizo, and Flame Scorched BBQ Ribs. The launch taps into the fastest growing CSN flavours of Spicy (+7.1%), Meaty (+5.8%) and BBQ (+4.5%)[2], with smoky, chargrilled flavours traditionally associated with cooking meat slowly over an open fire.

With McCoy’s unmistakable boldness, the new range has a flavour and spice level to suit all tastes. Flame Roasted Peri Peri takes a national classic and elevates it to another level. With medium heat, consumers will experience great flavours of hot and tangy chili marinated chicken, pepper roasted over coals and a twist of charred lime. Flame Smoked Chorizo is a milder flavour that brings together paprika, chili, red bell peppers and spiced cured pork sausage, and combines it with sautéed and roasted onions. Cooked low and slow for a succulent sweet and smoky pork rib flavour, Flame Scorched BBQ Rib promises classic rich and tangy Deep South flavours, quintessential with BBQ cuisine.

Kevin McNair, Marketing Director of KP Snacks says: “McCoys is one of our most successful brands and a leader in the CSN category, across both singles and multipacks. Flavour is the most important factor in CSN and we are extremely excited to bring something differentiated to the market that capitalises on this trend whilst bringing fun and innovation to the category”.

Synonymous with full-on flavour, McCoy’s is perfectly placed to reignite formats and drive category growth by delivering variety and excitement.

Matt Collins, Trading Director of KP Snacks adds: “Our delicious range will drive sustainable value growth across all channels.  With a variety of formats available, the new product range aims to capitalise on the increase in in-home consumption and recent growth of multi-pack sales across all channels whilst supporting the recovery of profitable single sales in the Convenience channel”.

The McCoy’s portfolio is worth £132.1m RSV and growing in value +0.7%[3]. McCoy’s is delivering +22.5% YTD ahead of the total Multipack segment at +5.7% and +53.3% YTD ahead of the total £1 PMPs sharing segment at 15.8%[4].  It is the No.1 ridged Crisp brand and No.1 meal deal choice, purchased by 8m households[5]. 

Launching in stores from the first week of January 2021, McCoy’s Fire Pit is available in Multipack format at an RRP of £1.70, a 45g Grab Bag format with an RRP of £0.89, and a 62.5g PMP format with an RRP of £1.

The range will be supported with a £2miillion investment in a multimedia campaign in 2021.

[1]  Nielsen Scantrack 31.10.20

[2] Nielsen Scantrack Tot Covg, Value sales MAT 18.04.2020

[3] Nielsen Scantrack 31.10.20, MAT

[4] Nielsen Scantrack 31.10.20

[5] Kantar WPO 52 w/e July 2020

 

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