Most crisp names are fairly literal. McCoy's took its name from an idiom about authenticity, then built an entire brand identity around living up to it — and Flame Grilled Steak is the flavour that made that claim stick.
The real McCoy
McCoy's was launched in 1985 by KP Snacks, taking its name from the Scottish phrase "the real McCoy," meaning something genuine rather than an imitation. That idea was baked straight into the marketing, with an original strapline of "The Real McCoy's: Accept No Imitations."
Why the ridges matter
From the start, McCoy's was built around a ridged cut and heavier seasoning than a typical flat crisp — a deliberately more substantial eating experience. Flame Grilled Steak was one of the original flavours and became the one most associated with the brand, distinctive enough that it's rarely mistaken for any other crisp on the shelf.
How big McCoy's is now
Four decades on, McCoy's is the third-biggest bagged crisp brand in the UK, with around five million packets eaten every week and close to a third of UK households buying it. Annual sales passed £190 million as of 2024 — a serious result for a brand built on a single-word claim to authenticity.
Frequently asked questions
Why are McCoy's crisps ridged?
The ridges and heavier seasoning were designed to give a more substantial bite than a standard flat crisp.
Where does the name McCoy's come from?
The Scottish idiom ‘the real McCoy’, meaning the genuine article — echoed in the brand's original ‘Accept No Imitations’ strapline.
When did Flame Grilled Steak flavour launch?
In 1985, alongside the brand's launch by KP Snacks, and it's remained the flagship flavour since.