February 2020

ESTO ES FLAVOUR! MCCOY’S MUCHOS BACK ON TV WITH £1M INVESTMENT

Responding to the growing popularity of Mexican flavours, KP Snacks launched the innovative half-moon shaped McCoy’s Muchos in January 2019. The pack-a-punch tortilla crisps have proved hugely popular with consumers.  The range has been ranked as one of the top 10 FMCG product launches of 2019[1], with sales reaching £13m RSV in the first 13 months since launch^[2]. McCoy’s Muchos has also reignited growth in the tortilla market, contributing 52% of value growth in the last year and commanding 5% of the total tortilla market^[3].

Now Muchos is back on TV to continue driving awareness and trial. Launching on 2nd March, the playful creative returns to TV and VOD, featuring animated characters, including Mexican wrestlers, a mariachi band and DJ Burro our superstar DJ donkey. The strapline “McCoy’s Muchos. When Mexican Flavour Calls” will remind consumers that McCoy’s Muchos can liven up any fiesta, perfect for sharing with family and friends.

The campaign will also be supported by in-store activity with £1 PMP promotions available until March.

Claire Cooper, Marketing Manager at McCoy’s comments, “McCoy’s Muchos has already seen phenomenal growth and we’re confident this new investment will drive further appetite for this fantastic product. The creative features the iconic ‘When Flavour Calls’ strapline which has become synonymous with full-on flavour. We’re excited to promote bold flavours and continue to drive sales of McCoy’s Muchos in 2020.”

McCoy’s is the number one ridged crisp brand^[4] and the 5^th[5] biggest crisps, snacks and nuts brand in the UK, with over 9 million households consuming McCoy’s snacks each year^[6]. Worth £132.8 million RSV, the brand is growing ahead of the crisps, nuts and snacks category at +4%^[7] placing it in an ideal position to drive overall category growth.

McCoy’s Muchos can be purchased in three authentically Mexican flavours; Cool Sour Cream & Onion, Tangy Nacho Cheese and Smoky Chilli Chicken. All 3 flavours are available in 180g packs with an RSP of £1.99, with Tangy Nacho Cheese and Smokey Chilli Chicken also in 80g £1 PMPs.

 

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[1] Kantar Top 10 product launches of 2019 based on sales data to 29.12.2019

[2] Nielsen Scantrack 25.01.20

[3] Nielsen Scantrack 25.01.20

[4] Nielsen Scantrack 25.01.20

[5] Nielsen Scantrack 25.01.20

[6] Kantar Worldpanel 26.01.20

[7] Nielsen Scantrack 25.01.20