McCoy’s Fire Pit crisps have disappeared from the supermarkets after just over a year on the market.
The KP-owned brand rolled out the range, which comprised Flame Roasted Peri Peri, Flame Smoked Chorizo and Flame Scorched BBQ Ribs, in January 2021, in a bid to “offer an uptrade” from core McCoy’s crisps.
At the time, KP marketing director Kevin McNair said the brand wanted to convince shoppers “that maybe some of the choices they’ve been making in standard flat crisps can be elevated”, while putting a “McCoy’s spin” on “bold” flavour trends in the market.
However, the range has now vanished from retailers’ shelves. Assosia data shows the brand was last seen in Tesco at the end of March [18 w/e 5 April 2022].
A spokeswoman for McCoy’s said the brand’s strategy was “to provide excitement to the consumer with interesting and bold flavours following trends in the market” and that the launch of Fire Pit had “generated incremental consumer interest and category growth”.
“To delight and excite shoppers and meet shifting category trends, we are continuing with this approach going forward,” she said.
The brand had “already introduced more formats of our Sizzling King Prawn and Thai Sweet Chicken varieties”, she added.
Last year, the Fire Pit brand made £7.7m. It was part of a stellar year for the McCoy’s brand as a whole, which added £17.8m – or 15.3% – to be worth £134.2m [NielsenIQ 52 w/e 29 January 2022].
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