KP Snacks adds fiery flavours to McCoy’s portfolio

By Éilis Cronin in Crisps & Snacks 10th December 2020

KP Snacks is set to launch a Fire Pit range for its McCoy’s brand, in a move designed to tap into the trend for “wood fired” cooking.

The range consists of three flavours – Flame Roasted Peri Peri, Flame Smoked Chorizo, and Flame Scorched BBQ Ribs – available from the first week of January 2021.

All three flavours will be available in 45g grab bags (89p) and multi-packs (£1.70), and the Flame Roasted Peri Peri and Flame Scorched BBQ Ribs will be available in a 62.5g price-marked bag (£1).

The launch will be supported by a £2m campaign in 2021.

The McCoy’s Fire Pit range “takes ordinary BBQ flavours to the next level” and taps into “the fastest growing crisps, nuts, and snack flavours” – spicy (7.1%), meaty (5.8%), and barbecue (4.5%).

Kevin McNair, marketing director of KP Snacks, said: “McCoy’s is one of our most successful brands and a leader in the crisps, snacks, and nuts category, across both singles and multipacks.

“Flavour is the most important factor in category 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”.

Matt Collins, trading director of KP Snacks, added: “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”.