McCoy’s launches Mexican-inspired Epic Eats crisps duo

McCoy’s has taken another stab at Mexican-inspired flavours, adding the two-strong Epic Eats range of crisps.

Nacho Cheese and Spicy Salsa will roll out on 20 February in a 45g grab bag (rsp: £1) and 65g PMP (£1.25).

The ridged crisps offered “unique and tempting flavours” and had been designed to “bolster growth of the McCoy’s brand, while strengthening its flavour credentials”, said the brand. They were “perfectly positioned to attract younger shoppers”, who were “influenced by flavours when making purchasing decisions”.

Epic Eats packed “that flavour punch with the same signature crunch”, added McCoy’s marketing manager Amy Heap.

The launch will be supported by a media campaign, including radio activity in February and March.

McCoy’s will kick off a competition via radio company Global – operator of stations such as Heart and Capital – offering the chance to win an “epic adventure”.

It comes after McCoy’s axed its Mexican-style Muchos range last summer, following months of declining sales. The lineup made its debut in January 2019 with Smoky Chilli Chicken, Nacho Cheese and Sour Cream & Onion – hailed as the brand’s “biggest-ever” launch and supported by a £4m campaign.