Driving retail success: The real McCoy’s

Watch: Wholesale News joined KP Snacks at Bestway’s Park Royal depot to discover why McCoy’s is such a must-stock brand

Watch our video from the day with KP Snacks at Bestway below:

The crisps, snacks and nuts (CSN) category is a hugely important driver of footfall and sales in the convenience channel, consistently attracting customers and boosting sales for retailers.

To find out more about the importance of the category and to discover McCoy’s plans for 2025, including a brand-new on-pack promotion, Wholesale News joined KP Snacks’ National Account Manager Crispin Newborough and Bestway’s Group Trading Director Kenton Burchell at Bestway’s Park Royal depot in Wembley.

It’s clear that supporting convenience retailers and wholesalers through events and initiatives is a core focus for KP Snacks. On display in the depot is the newly launched £150,000 retailer and consumer promotion Bank of McCoy’s, alongside its latest launch, McCoy’s Hot ‘n’ Spicy. With sampling, an instant-win ‘cash grab’ and exclusive money-off deals, it’s hardly surprising that the McCoy’s display is causing quite the buzz in depot.

DRIVING GROWTH

KP Snacks is shining the spotlight on McCoy’s, the number-one ridged crisp brand, as a must-stock brand for wholesalers and retailers, worth £190m and growing at 6% YOY.[1]

“CSN products appear in one in every five baskets2, contributing to a market worth more than £5.2bn3 that’s outpacing the growth of other key impulse categories,” says Crispin. “KP Snacks is a major driver of growth, with McCoy’s playing an important role in that success.”

McCoy’s latest on-pack and on-case promotion, Bank of McCoy’s, offers retailers the chance to win a share of £50,000 in cash and stock prizes, available alongside a separate £100,000 prize vault for shoppers.

Retailers can purchase a case of any McCoy’s £1.25 price-marked packs (PMPs), scan the QR code and they can instantly find out if they’ve won cash or stock rewards. This delivers an immediate sales opportunity in depot and rewards retailers for their loyalty to McCoy’s.

Kenton Burchell says: “Bestway is delighted to be working with KP Snacks to celebrate the Bank of McCoy’s and the newly launched McCoy’s Hot ‘n’ Spicy. CSN is a hugely important wholesale category and we’re collaborating to deliver that message in depot while offering a fantastic sales incentive for retailers to stock up on McCoy’s.

“Our 50th birthday ‘Thank you’ event is the first of many celebratory events for our 50th-anniversary year. At Bestway, our aim is to provide our retailers with outstanding value offers that deliver relevant support to drive the best possible start to 2025.”

VALUE

Value perception is a key consideration for CSN shoppers too, making PMPs more important than ever. Alongside Bank of McCoy’s, KP Snacks launched brand-new McCoy’s Hot ‘n’ Spicy £1.25 PMP, the newest McCoy’s flavour that combines a perfect blend of spice and seasoning that capitalises on the demand for spicy flavours in CSN.

Crispin adds: “We recognise the power and popularity of the £1.25 PMP, which is why we’ve launched McCoy’s Hot ‘n’ Spicy in this format. PMPs provide consumers with great value for money and are increasingly in demand, which is why this launch is perfectly positioned to drive those all-important impulse purchases.

“Cost-conscious consumers tend to gravitate toward trusted, familiar brands, making popular brands such as McCoy’s essential stock items for retailers looking to boost sales.

“2025 is set to be a landmark year for McCoy’s as the brand continues to build on its momentum. Kicking off the year with the Bank of McCoy’s and McCoy’s Hot ‘n’ Spicy, we’re setting the tone for an exciting year ahead.

“As the official snack partner of the NFL and with innovative new product launches and high-profile marketing campaigns on the horizon, 2025 promises to be a game-changing year for the brand.”

The new Hot ‘n’ Spicy McCoy s really are fantastic. Everyone wants big flavours and these just burst in your mouth. They will be a great addition to the other McCoy s products I already stock, which are bestsellers. The Bank of McCoy s competition is brilliant. I know consumers will love the chance to win cash, and I will definitely be entering to win the retailer prize!
KANTHA GUPALASUNDERAM, News & Food, Borehamwood

(Sources: 1 Nielsen IQ, Total Coverage, Total Value, MAT 28.12.24; 2 Lumina, L12W, CTP Average w/e 09.01.22; 3 Nielsen IQ, Total Coverage, Total Value, MAT 28.12.24)

Bestway Wholesale Crispin Newborough Kenton Burchell KP Snacks