McCoy’s, the UK’s number one ridged chip, is continuing its mission of delivering full-on flavor with the launch of new McCoy’s Fiery Steak, a spectacular face-off between meat and heat.

According to a company press release, the launch is inspired by the iconic McCoy’s Steak flavor with a bold punch of heat to spice up the nation’s favorite snacking occasions. 2020 marks 35 years of McCoy’s Flame Grilled Steak and KP Snacks wanted to fire up this iconic flavor to give consumers more choice and excitement. Flavor is the number one purchase driver in the crisps and snacks category, with 49% saying that they would choose chips or savory snacks over a sugary option. KP Snacks’ new Fiery Steak ridge cut chips is the ideal product to capitalize on this trend and grow the variety within the CSN category.

In stores from March, the new Fiery Steak chips will be available in Grab Bag and PMP formats. From May 2020, the product will be available in the McCoy’s Strong & Spicy Variety Multipack.

Claire Cooper, McCoy’s marketing manager said: “This year marks 35 years for our iconic McCoy’s Flame Grilled Steak. As one of the most popular chips in the CSN category, we saw an opportunity to tap into consumer trends and launch a new NPD which offers a bold and delicious twist to the market. We are very pleased to introduce this exciting new flavor to consumers and add to our growing portfolio of delicious snacks here at KP Snacks”.

Part of the KP Snacks portfolio, Fiery Steak is the latest product launch from McCoy’s, which has grown from strength to strength with growth of +3.4% in 2019 and the current brand value of GBP132.8m. McCoy’s is now the fourth biggest brand in Chips, Snacks and Nuts with over 9 million households purchasing the brand and a repeat rate of 55%.

Launching in-store this month, McCoy’s Fiery Steak are available at an RRP of GBP0.89 for Grab Bag, in GBP1 PMP pack and an RRP of GBP1.70 for Multipacks.