Tyrrells (crisps)

Tyrrells
Product type Snack foods
Owner Amplify Snacks
Country United Kingdom
Introduced 2002
Previous owners
Website

tyrrellscrisps.co.uk

tyrrellschips.com

Tyrrells is a manufacturer of potato crisps owned by Amplify Snacks.

History

Tyrrells was founded in Leominster, Herefordshire, in 2002 by farmer and entrepreneur William Chase.[1] Within several years of its creation Tyrrells expanded its market into Europe and later into the U.S. Tyrrells has received numerous awards for the taste and quality of its crisps, both in England, as well as internationally.[2]

In April 2008, Chase sold a majority stake for £40 million to Langholm Capital.[3] Chase had a long running dispute with Tesco over stocking his potatoes, and so refused to sell them any supplies of Tyrrells.[4] He said that his previous farming business had collapsed when "the large supermarkets, led by Tesco, began sourcing produce from overseas to push down costs."[4] After Langholm took over, they dropped the existing distribution chain, and focused on large supermarkets including Tesco; they then dropped Chase as a supplier of potatoes when they "found they could get them cheaper elsewhere".[5] Chase used the money from the sale of his stake in Tyrrells to start production of Chase Vodka, again using his own farmed potatoes.[6]

In July 2013, the firm was sold for £100 million to Investcorp, a Bahrain-based luxury brands investor.[5]

In 2015, Tyrrells acquired Yarra Valley Snack Foods, based in Melbourne, Australia, where it now manufactures products for the Australian market.[7][8]

In August 2016 US-based Amplify Snacks, maker of Skinny Pop popcorn, bought Tyrrells from Investcorp for £300 million.[3] David Milner, Tyrrells' chief executive, said: "As a small, UK farm-based business it is a tremendous achievement to be now part of a US publicly traded company with the international reach to make Tyrrells a global brand." The company will continue to be based in Herefordshire.[3]

Products

Tyrrells produces a number of different types of crisps, popcorn and tortilla. As of December 2016 they produce 25 flavours of potato and vegetable crisps.[2][9][10]

In 2010, Perry Haydn Taylor's agency, big fish, began work on branding and marketing Tyrells, focusing on the "quintessentially English" identity of the product.[11]

References

  1. ↑ McLaughlin, Lisa (31 January 2008). "The Yankee Chipper". Time. New York. Retrieved 1 July 2015.
  2. 1 2 "Tyrrells". Tomoe Corporation. Retrieved 5 February 2013.
  3. 1 2 3 Farrell, Sean (8 August 2016). "Tyrrells sold for £300m to US firm Amplify Snacks". The Guardian. Retrieved 25 August 2016.
  4. 1 2 Milmo, Dan (18 September 2006). "Crunch time for Tesco in row with crisp maker". The Guardian. London. Retrieved 2 December 2015.
  5. 1 2 Neate, Rupert (1 August 2013). "Tyrrells crisp firm makes a packet in £100m sale". The Guardian. London. Retrieved 2 December 2015.
  6. ↑ Neate, Rupert (21 July 2011). "William Chase: Potato farmer who struck gold". The Guardian. London. Retrieved 2 December 2015.
  7. ↑ Beaumont, Warren (6 August 2015). "Tyrrells crisps acquires Australia's Yarra Valley Snack Foods". Convenience and Impulse Retailing. Retrieved 19 May 2016.
  8. ↑ "Potato Crisps". Tyrrells (Australia). Retrieved 19 May 2016.
  9. ↑ "Our English crisps". Retrieved 9 January 2016.
  10. ↑ "Tyrrells". PotatoPro. Retrieved 5 February 2013.
  11. ↑ "Tyrrells". big fish. Retrieved 14 May 2014.


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