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.