Page 19 - Tyrrells Chips

Tyrrells had recently signed a deal with US supermarket chain Publix for
distribution in 1,100 stores. Building on this they partnered with an
expert agent called Greenseed to help develop and deliver the right
market entry strategy. This resulted in the targeting high quality stores
e.g. Upmarket Deli’s and Wholefoods, before extending into broader
distribution, through chains such as Duane Reade.

Milner predicted that Tyrrells' sales to the USA would exceed £2.5m in
2013, making it the brand's second-biggest overseas market after

France.

In June 2012 Tyrrells won The Grocer Gold Award for exporter of the
year.

Competition & Advertising:

Tyrrells biggest competitor is Kettle Chips. In the month before Milner

Joined Tyrrells Kettle Chips, the leading premium crisp maker was sold
to US snack group Diamond Foods for $615m (£404m).

However, Tyrrells is no longer a small, niche producer of premium potato

chips. The business has grown rapidly since it was bought by Langholm
Capital. Its products are now available in most of Europe, Russia, India,
China and the US and as Milner says :

“we have made sure our same business standards and
ethos are maintained throughout.”

David Milner

For Milner the disadvantage facing Kettle Chips was that they have
‘Chips’ in their brand name. Tyrrells, on the other hand, can broaden into
other snack areas.