McCoy’s Muchos is back on TV from 2 March with its ‘When Mexican flavour calls’ campaign, as KP Snacks announces a further £1m investment behind the brand.

The campaign will span TV and video-on-demand, and will feature animated characters, including a mariachi band, Mexican wrestlers and DJ Burro, the brand’s mascot.

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It will be supported by in-store activity, with £1 price-marked (PMP) promotions available to convenience retailers until March.

The supplier said that McCoy’s Muchos contributed to 52% of value growth in the tortilla crisps category last year, with the brand currently worth nearly £133m.

Claire Cooper, marketing manager at McCoy’s said: “McCoy’s Muchos has already seen phenomenal growth and we’re confident this new investment will drive further appetite.

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“Over 9 million households consume McCoy’s snacks each year, with the brand growing ahead of the crisps, snacks and nuts category at 4%.” 

McCoy’s Muchos is available in three flavours, including: Cool Sour Cream & Onion, Tangy Nacho Cheese and Smokey Chilli Chicken.

All three flavours are available in 180g packs with an RRP of £1.99, with Tangy Nacho Cheese and Smokey Chilli Chicken also available in 80g £1 PMP formats.   

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