Page 39 - Articulate Files

bought by Langholm Capital. Its products are now available

in most of Europe, Russia, India, China and the US.
Moreover Milner changed the focus away from ‘chips’ and

towards ‘crisps’ becoming ‘Tyrrells Crisps’.

“We are selling premium crisps, Englishness and eccentricity

and that’s why we’re so strong internationally.”
In May 2011 a new advertising campaign was unveiled

based on a complete re-design of Tyrrells portfolio where

each flavour featured a quintessentially English, and black

and white photo that depicted each of the seasonings used
in the range.

Tyrrells also supported the new brand packaging with a

multi-million pound marketing and PR campaign that
focused on digital and social media activity with a new look

website launched in May.

In January 2012, in its first acquisition, Tyrrells acquired, the

family run business Glennans of Uttoxeter, one of its
competitors in the vegetable crisps market segment which

makes up 10% of Tyrrells’ total revenue.

In early 2013 Langholm Capital decided to undertake the

sale of Tyrrells. On 1st August 2013, Dubai-based luxury
brands investor Investcorp bought Tyrrells for £100m.

Investcorp with a diverse portfolio of ninety companies had

acquired companies including Tiffanys and Gucci.