UK: United Biscuits relaunches McCoy’s tortilla

By just-food.com | 1 May 2008

United Biscuits has revealed plans to relaunch its McCoy's Tortillas range. The company will also be adding an additional two new flavours - Hot Chilli and Nacho Cheese.

"We are launching two new flavours and repositioning the brand," a UB spokesperson told just-food today (1 May). "The newly packaged tortillas will be rolling out in stores in the next week or so."

The range is being launched in 50g 'handypacks'.

McCoy's are already the premier 'man' snack and the expanded range will help cement the brands' position, UBUK said.

The tortillas sector is worth GBP100m in the UK and growing at 4%. The launch of McCoy's Tortillas is expected to add incremental growth to the category by GBP1m RSV, the company said.

"The range will be available in June so retailers should stock up to take advantage of customers who are looking for tasty snacks for barbeques and while watching the European Football championships, " Nick Stuart, commercial manager at UBUK, said.

The launch has been timed to coincide with a national TV ad campaign that will air in June and July.

Sectors: Bakery, NPD & innovation, Snacks

Companies: United Biscuits