February 2020

MCCOY’S LAUNCHES NEW FIERY STEAK RIDGE CUT CRISPS

The launch is inspired by the iconic McCoy’s Steak flavour with a bold punch of heat to spice up the nation’s favourite snacking occasions. 2020 marks 35 years of McCoy’s Flame Grilled Steak and KP Snacks wanted to fire up this iconic flavour to give consumers more choice and excitement. Flavour is the number one purchase driver in the crisps and snacks category^[1] with 49% saying that they would choose crisps or savoury snacks over a sugary option[2]. KP Snacks’ new Fiery Steak ridge cut crisps is the ideal product to capitalise on this trend and grow the variety within the CSN category.

In stores from 2nd March, the new Fiery Steak crisp will be available in Grab Bag and PMP formats. From May 2020 the product will be available in the McCoy’s Strong & Spicy Variety Multipack.

Claire Cooper, McCoy’s Marketing Manager says: “This year marks 35 years for our iconic McCoy’s Flame Grilled Steak. As one of the most popular crisps in the CSN category, we saw an opportunity to tap into consumer trends and launch a new NPD which offers a bold and delicious twist to the market. We are very pleased to introduce this exciting new flavour to consumers and add to our growing portfolio of delicious snacks here at KP Snacks”.

Part of the KP Snacks portfolio, Fiery Steak is the latest product launch from McCoy’s which has grown from strength to strength with growth of +3.4% in 2019^[3] and the current brand value of £132.8m^[4]. 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%^[5].

Launching in-store at the start of March, McCoy’s Fiery Steak are available at an RRP of £0.89 for Grab Bag, in £1 PMP pack and an RRP of £1.70 for Multipacks.

^[1] Nielsen Scantrack 25.01.20

[2] Nielsen Scantrack 25.01.20

^[3] Nielsen Scantrack 25.01.20

^[4] Nielsen Scantrack 25.01.20

^[5] Kantar Worldpanel 02.12.18