McCoy’s is targeting young male consumers with a new Thick Cut range, the brand’s first flat crisp.

The launch sees a move from the brand’s traditional ridged crisps, with two new flavours in the McCoy’s Thick Cut range; BBQ Chicken and Cheddar & Red Onion.

The flavours are available in 35g packs in 50p price-marked and non-price-marked packs.

7.6% – McCoy’s growth in impulse stores in the 12 weeks to April 23 2016

Matt Collins, convenience trading controller for KP Snacks, said the flat crisp market isn’t meeting consumer demand, which is pushing shoppers to turn to other snack alternatives.

“With this in mind, we’ve developed Thick Cut, a hunger-busting range of flat crisps that really delivers on flavour,” he added.

This year McCoy’s has improved its flavours on its best-selling Ridge Cut varieties and launched a ‘When Flavour Calls’ TV campaign. The brand is backed by a £4.5m marketing spend this year.