An Open Letter To United Biscuits
This letter relates to McCoys crisps (chips to those in the US) which I found out are owned by United Biscuits. I've noticed a pattern which is becoming incredibly annoying, and I'm hoping that this letter at least comes to the attention of those who can make a difference. If there was a tagline to this letter it would be "Give Flavours A Chance".
When I grew up I had no loyalty or preferences to speak of in regards to crisps. I was introduced to McCoys because a place I worked at had evening shifts and the off licence next door was a convenient snack store. They had Cream Cheese & Chive McCoys. Over the last 20 plus years I've grown kinda loyal to both McCoys and Monster Munch crisps.
When I'm in a store for a packet of crisps my eyes are usually drawn to McCoys, and quite often see a new colour combo of packet which means "ooh, new flavour". This usually results in me trying the new flavour. In some cases they're not to my tastes but quite often they are. Sometimes the new flavour is really nice, leading to the happy feeling that McCoys have strengthened their range and a little mental note to look for that flavour again.
However, someone in charge at McCoys seems determined to ruin that good will by discontinuing flavours before a lot of customers even know they exist. I've lost count of the number of new flavours McCoys have released only to vanish without a trace within a few months and another handful of new flavours take their place.
I loved the Balti and Firecracker Chicken. Both disappeared. Firecracker Chicken seemed to live on for a little while in a slightly different form as Thai Chicken (if memory serves me right). Yesterday I found another new flavour Chicken Winger, which is very similar to Firecracker Chicken. At least McCoys are honest for once in marking "limited edition" on the front of the packet.
The question is "why do you do this?" No products will ever be a success in any terms if you don't give it a chance to take off. I understand the need to research what consumers are buying to prioritise your production lines profitability. I get that. Like any manufacturer, your money is tied up in raw materials until it's sold so you can't afford to have stock that hardly sells. If these flavours are given a chance and the public just don't warm to them I understand, but you never give them a chance. The only constants I've seen are the Original, Salt & Vinegar, Cheese and Grilled Steak (which I'm not keen on personally).
No matter how many times it happens, I've always lived in hope that when a new flavour is released that I like, that for once McCoys may make it a permanent run. Every time I am let down. I've now reluctantly accepted the message not to expect anything more from McCoys. Just in case it wasn't clear, I love McCoys crisps, I have done for over 20 years. I've never felt compelled to do something like this before but felt it had to be done.
McCoy's new flavours
Thank you for your open letter, I did not want you to think it had gone un-noticed. I have personally handed your comments on to our McCoy’s team for them to bear in mind for the future.
New flavours are a challenge as supermarkets like to maximise the profitability of their shelf space and cannot afford to leave new flavours too long to build up a following. Often new flavours will see high initial sales as people give them a try but then sales can dip as consumers revert to their favourites, perhaps planning to try the new flavour again later. However if stores see sales of the new flavour slump they will often switch their ordering back to the classic flavours instead.
As you mentioned we have recently launched some limited edition football related flavours for the summer: Chicken Winger and Sausage Striker. But we have also launched this year two other new flavours that will hopefully stand the test of time: Sizzling King Prawn and Bacon Sizzler – I can particularly recommend the Bacon Sizzler flavour which is my personal favourite. There is also a return of the Oriental Ribs flavour from the past to show that old flavours can return and a further limited edition to come shortly with two new curry based flavours.
I cannot promise that all these new flavours will stay on the shelves, although the prawn flavour has had a strong presence in my local stores for quite a while now, but I hope that we will be able to keep up a steady flow of new flavours, revisited ones from the past and limited editions to maintain your love of McCoy’s.
Bob Brightwell
Head of Corporate Communications
United Biscuits
Kudos for replying
First let me say thanks for replying, I hoped to get a response but realistically didn't expect one, so kudos for that. The retailers were a part of the chain I didn't think too much about in my ire. My frustrations came from small corner shops, newsagents etc as well as large superstores. Obviously the smaller the store, the tighter the need to keep stock flowing. My thinking is that if the cash & carry that the small stores use have them and their customers are asking, then they will at least start to stock them. I do get where you're coming from though. As annoying as it is, I can kinda see why a stream of new flavours would be more profitable.
When I read your reply it occurred to me that I really have conditioned myself. My mind automatically kicked into the usual "ooh new flavour" / note-to-self routine when I saw the words "Bacon Sizzler" before I caught myself and remembered why I was reading it. I have not noticed either of these flavours around here yet. It is encouraging that you don't just destroy the recipes of the old flavours when they disappear, I can live in hope of seeing the return of the Balti flavour.
Not quite sure what to make of the "two new curry based flavours" comment. Part of me hopes that Balti is returning in some guise but can't be officially announced yet while the other part remembers the too-generic Mixed Chilli.
On the bright side my local corner shop are well aware to keep an eye out for new McCoys at the cash & carry, so it could be worse. Realistically unless McCoys do something really stupid ala Coke and change drastically like making them thin cut, I can't see me getting to the stage where I don't like McCoys.
I noticed you pasted from Word too, I'll look into making that easier in the comments.