McCoy’s is introducing a better texture and stronger flavour to its top selling packs.

On-shelf from February, the Salt & Malt Vinegar, Cheddar & Onion, Original and Paprika upgrades aim to build on the momentum of the brand’s recent re-design and further strengthen its appeal to a younger male audience.

In addition to the improved taste and crunch, the packs will also feature a front of bag flash communicating the ‘Now even stronger flavour’ message.

KP Snacks marketing director Jeff Swan said: “McCoy’s is a hugely popular brand with strong heritage in the UK and we’re excited to kick off the year with plans that will drive this further. Consumer research has shown that taste and strength of flavour highly influences purchase decisions (TNS 2013), we’re confident that McCoy’s fans will love our stronger flavours and even crunchier texture.

“In such a significant and growing category, it’s important that we continue improving our products in order to give consumers the best possible eat experience. McCoy’s is a big seller in the convenience and impulse channel and our range is a must-stock for every retailer selling crisps and snacks.”

The brand is being supported with a £4.5m marketing campaign throughout 2016.