Renowned for its ridged crisps, McCoy’s is making a bold move with the launch of its first ever flat crisp.

The McCoy’s Thick Cut range has been introduced to recover the declining flat crisp consumption amongst young male consumers.

Available to convenience retailers in 50p PMP and non-PMP 35g handypacks, the new range of thick cut flat crisps comes in BBQ Chicken and a Cheddar & Red Onion flavour.

Matt Collins, KP Snacks trading controller convenience, said: “We know that the current flat crisp offering isn’t meeting consumer demand. Shoppers want a snack that will satisfy their appetite in between meals and are turning to other snack alternatives that are more filling. With this in mind, we’ve developed Thick Cut, a hunger-busting range of flat crisps that really delivers on flavour.

“2016 has already seen some exciting activity from McCoy’s. First we introduced a stronger flavour across our best-selling packs, then we launched our huge When Flavour Calls TV campaign, and now we’re introducing a first for the brand with a thick cut flat crisp. But it doesn’t stop there, our always-on communications strategy ensures McCoy’s is front of mind for consumers all year round.”

McCoy’s is being supported with a £4.5m marketing campaign throughout 2016.

To find out more about McCoy’s and its merchandising solutions, retailers can contact the SnacKPartners team on