Additional media investment drives awareness of Chip Shop Curry Sauce and Bangin’ BBQ flavours 

KP Snacks today announces the launch of a £30k McCoy’s Epic Eats giveaway, offering retailers the chance to win 1 of 100 £300 wholesale credit prizes. Launching from the end of January and running for eight weeks, retailers at participating wholesalers will be entered into the free prize draw when they buy a case of both new McCoy’s Epic Eats flavours: Bangin’ BBQ and Chip Shop Curry Sauce in £1.25 PMP format.

Delivering on McCoy’s iconic bold flavours, the latest McCoy’s Epic Eats flavours launched in June last year in multipacks before rolling out in £1.25 PMPs in January, capitalising on the popularity of large PMPs which drive 61% of Independents’ sales^[1]. Both new flavours are also non-HFSS with 45% less salt than the standard potato crisp on average.

To continue driving awareness of the Bangin’ BBQ and Chip Shop Curry Sauce variants, KP Snacks is continuing the media campaign it launched last year with an additional round of investment. Running across radio and OOH from mid-February until the end of April, the campaign will continue to support the growth of the McCoy’s Epic Eats range.

Using the tagline, “Epic Flavour, Epic Crunch, Epic Eats” to spotlight the delicious taste and texture of the new products, the campaign leverages the strength of the McCoy’s brand as the number one ridged crisp.

John McDougall, McCoy’s Brand Manager, said: “Since its launch, McCoy’s Epic Eats has driven brand and category growth, with its bold flavour profile generating strong consumer appeal. We are delighted to be continuing to support the Epic Eats range with new retailer incentives and continued media support, helping to bolster brand penetration and awareness”.

Matt Collins, Trading Director at KP Snacks, said: “We are excited to be running a new competition with the McCoy’s Epic Eats range, giving 100 of our valued retail partners a chance to win £300 of wholesale credit to support their stores. McCoy’s is an iconic and well-loved brand that plays a key role in helping retailers win their share of CSN sales, and the Epic Eats range has been extremely successful since launch, picking up two awards for best new product in 2023.”

McCoy’s Epic Eats has achieved £5.7m^[2] in brand sales since launching in February 2023. Growing +18.7%^[3], McCoy’s is one of the top five large PMP brands and maintains strong brand penetration at 24.6%^[4].