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New McCoy’s crisp flavours hit the bullseye

By Robyn Black , 05-Feb-2013

New McCoy’s crisp flavours hit the bullseye

Two new darts-inspired flavours of McCoy’s crisps will be launched this year as part of a campaign to build on the brand’s £2m deal with the Professional Darts Corporation.

Bullseye Bangers and Treble Cheese & Worcester Sauce are being launched this month as part of a raft of activities to boost the brand’s second year of sponsorship of Premier League Darts.

Other initiatives include an on-pack promotion offering consumers the chance to win prizes every 180 minutes.

Last year the tie-up helped the “man’s crisps” grow in value by £10m to £113m, said marketing director George Johnston.

“Darts is increasing in popularity, and this partnership has delivered huge exposure, particularly through Sky Sports television coverage, which has helped drive sales and allowed us to further engage with McCoy’s target consumer,” he said.