McCoy’s has launched a new range of crisps named Epic Eats, targeted at younger consumers.

The crisps will debut with Nacho Cheese and Spicy Salsa and offer “unique and tempting flavours and bolster growth of the McCoy’s brand” while “strengthening its flavour credentials”, it said.

Both products will debut on 20 February in a 45g grab bag (£1) and 65g PMP (£1.25).

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McCoy’s said they were “perfectly positioned to attract younger shoppers”, who were “influenced by flavours when making purchasing decisions.”

The launch will be supported by a media campaign, including radio activity in February and March.

The iconic crisp brand will launch a competition on the radio station, offering listeners the chance to win their own “epic adventure”.

Taste was “the most important factor driving purchases in crisps, nuts and snacks”, said McCoy’s marketing manager Amy Heap.

“McCoy’s Epic Eats packs that flavour punch with the same signature crunch,” she said.

It comes after McCoy’s discontinued its Mexican-inspired Muchos last autumn, following months of declining sales, having previously heralded the snacks as its “biggest-ever” launch.