With a similar ridge-style texture to McCoy's, Kettle Ridge Crisps (rsp: £1.69 per 150g bag) are hand-fried unprocessed potato chips. They are available now in Tesco nationwide in spicy chilli, cheese & onion, flamed steak, and salt & malt vinegar flavours.
Marketing director Andrew Slamin said the brand extension was the only premium ridge crisp on the market and he expected it to spice up competition in the "highly competitive" fixture.
"There are more brands on the bagged snacks shelf now than 18 months ago and with its interesting texture and big flavour, our new crisps will add value to the category."
He refused to comment on the sale of the company to US-based Diamond Foods, announced last week.