United Biscuits is throwing McCoy’s into new premium territory and aims to add £20m to its Hula Hoops brand in a shake up of its portfolio of bagged snacks.
Next month, UBUK will take on Walkers Sensations and Kettle Chips by launching McCoy’s Specials - a range of premium ridge-cut crisps targeting 25 to 34-year-old men.
Specials will be supported by a £4m marketing campaign, including TV ads carrying ‘The Gentleman’s Crisp’ strapline. It follows last year’s Bag of Best campaign, which helped to boost sales by 11.4%, according to The Grocer’s Top Products Survey 2004 (December 11).
McCoy’s Specials will be available in Jalapeno Chilli with Cheese, Oriental Ribs, Peppered Rib Eye Steak and Cheddar with Mango Chutney flavours in 160g sharing bags. There will also be a Thai Sweet Chicken flavour, which along with Oriental Ribs and Peppered Rib Eye Steak complete a 50g handypack range.
In its bid to transform the fortunes of its beleaguered Hula Hoops brand, UBUK will scrap the Bacon & Ketchup and Cheese Toastie flavours and introduce a new Cheese & Onion handypack and a new Chicken variety as well as revamping the packaging.
UBUK believes it can increase sales by £20m over the next few years. They plummeted by 12.2% to £57.6m in 2004 (Top Products Survey).
UBUK’s head of customer marketing, Mark Sugden, said the revamp would increase the brand’s family appeal.
Next month, UBUK will take on Walkers Sensations and Kettle Chips by launching McCoy’s Specials - a range of premium ridge-cut crisps targeting 25 to 34-year-old men.
Specials will be supported by a £4m marketing campaign, including TV ads carrying ‘The Gentleman’s Crisp’ strapline. It follows last year’s Bag of Best campaign, which helped to boost sales by 11.4%, according to The Grocer’s Top Products Survey 2004 (December 11).
McCoy’s Specials will be available in Jalapeno Chilli with Cheese, Oriental Ribs, Peppered Rib Eye Steak and Cheddar with Mango Chutney flavours in 160g sharing bags. There will also be a Thai Sweet Chicken flavour, which along with Oriental Ribs and Peppered Rib Eye Steak complete a 50g handypack range.
In its bid to transform the fortunes of its beleaguered Hula Hoops brand, UBUK will scrap the Bacon & Ketchup and Cheese Toastie flavours and introduce a new Cheese & Onion handypack and a new Chicken variety as well as revamping the packaging.
UBUK believes it can increase sales by £20m over the next few years. They plummeted by 12.2% to £57.6m in 2004 (Top Products Survey).
UBUK’s head of customer marketing, Mark Sugden, said the revamp would increase the brand’s family appeal.
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