McCoy's is a brand of crinkle-cut crisps made in the United Kingdom by KP Snacks. It was first produced in 1985[1] and is marketed under the slogan "The Real McCoy's – Accept No Imitations" ("Don't Deny the Beast" in current advertising), exploiting the Scottish idiom "the real McCoy". McCoy's is the third-biggest brand in the bagged crisps market, with 5 million packets consumed each week and nearly a third of all UK households consuming the product. It was once promoted by United Biscuits "as the only overtly male-targeted crisp brand".[2]
The core product comes in a variety of flavours, which include Flame Grilled Steak, Salt & Malt Vinegar, and Cheddar & Onion. The specials range includes Jalapeño Chilli with Cheese, Cheddar with Mango Chutney, Oriental Ribs, Thai Sweet Chicken and Peppered Rib Eye Steak. McCoy’s Jackets, launched in early 2007, are ridge cut potato chips with their skins left on. They come in Chilli Beef, Sour Cream & Chive, and Melted Cheese & Bacon flavours. McCoy's Specials Tortillas are a range of ridged tortilla chips launched in 2006. In early 2012, the Oriental Ribs flavour was renamed BBQ Ribs.[2] In 2019, the Tortillas were relaunched as MUCHOS, and come in Nacho Cheese, Smoked Chilli Chicken and Sour Cream & Onion flavours.
In September 2013, McCoy's unveiled a packaging concept in which the crisp bag is opened along the longer side to allow bigger hands to fit in.