KP Snacks, the United Biscuits-owned crisp manufacturer, is gearing up to take on Walkers Sensations with the launch of a premium extension under the McCoy’s brand. McCoy’s Specials are the first range to be developed under the flagship KP Snacks brand.
The launch, which is planned for the first half of next year, aims to develop McCoys into the adult snacking market with flavours such as cheddar cheese and mango chutney, peppered rib-eye steak and Thai chicken. The crisps will still be crinkle-cut and will be in 50g bags.
The range has darker packaging than the gold livery of the mainstream McCoy’s range and it is understood they will be slightly more expensive. It is thought that the range will be a major part of United Biscuits’ marketing plans for next year and it is expected to support the launch with an investment of about £3m. The crisps are not expected to come under the “Accept No Limitations” strapline, which is used by the core range.
Earlier this year, United Biscuits invested £3.5m in overhauling the core McCoy’s range. It revamped the flavours and packaging for the Spice range to bring it into line with the original range (MW January 22).