Birthday redesign for McCoy's crisps
McCoy's crisps' packaging has been re designed to mark five years of growth for the brand.
The new look will be supported by a £4 million TV ad campaign which emphasises the product's position as a "real bloke's snack brand ".
McCoy's core range is bought by 6.6 million households in the UK and sales are currently growing at 10 per cent, compared with 2.9 per cent growth in the total bagged snacks market (Nielsen).
United Biscuits UK's customer marketing director, Mark Sugden, said: "The packaging update and reduction in saturated fats will help drive further incremental growth in the category and profits for retailers."
New packs will also display the 30 per cent less saturated fat claim as part of UBUK's drive to improve nutrition.