McCoy’s has unveiled a new on-pack promotion offering shoppers the chance to win £10k by finding one of five golden crisps.

The new £1.4m campaign includes TV advertising and shopper support, as well as POS kits for retailers to create excitement in-store.

The promotion will run across McCoy’s grab bags (RRP £0.79), and on multipacks of six 25g packs in Classic and Mighty Meaty (RRP £1.70).

Andy Riddle, branded sales director at KP Snacks said: “This exciting new on-pack promotion provides us with the opportunity to engage with both our retail customers and consumers. The prizes on offer reflect McCoy’s’ soaring success over the last 12 months, with the brand’s main volume driving SKUs in formats that are in the sharpest decline in the category (McCoy’s multipacks up +10.6% vs. total segment at -4.6%).

“We’re encouraging retailers to make the most of the promotion by stocking up and using our bespoke displays to maximise visibility in-store.”

McCoy’s, the UK’s number one ridged crisp brand, is currently worth £108.6 million and experiencing growth of +11.8% in total UK (AC Nielsen Scantrack MAT to 28th January 2017), ahead of the overall category. Now in its eleventh period of consecutive growth, it’s the fastest growing brand in the bagged snacks category.