McCoy’s stronger flavour crisps are targeting younger males with a packaging revamp and reformulated taste.

Available from February, McCoy’s stronger flavour crisps include Salt & Malt Vinegar, Cheddar & Onion, Original and Paprika packs will contain a ‘Now even strong flavour’ tagline to grab shoppers’ attention.

The brand will also be backed by a £4.5m marketing campaign this year.

Jeff Swan, marketing director at KP Snacks, said: “McCoy’s is a hugely popular brand with strong heritage in the UK and we’re excited to kick off the year with plans that will drive this further.”