Page 2 - Tyrrells Chips

Tyrrells Potato Chips – “I want to be a Serial Entrepreneur”

Mintel estimated that demand for crisps in the UK had fallen by some
9% over the period 2002 – 2005 citing that consumers saw crisps as an

inherently unhealthy product. However, Will Chase saw this as an
opportunity:

“My aim was to produce the tastiest hand fried chips

in the UK with a pedigree – using my years of
knowledge, and ability to grow the raw product here at
Tyrrells Court.”

W ill Chase

In doing so Chase developed a
product line that displayed many
unique selling propositions (USPs)

based on his idea of the premium
potato chip. He believed that
people would pay up to twice the

price for a bag of potato chips if
the chips had nutritional value and

William Chase the ingredients were natural. His
chips moreover, would be sold through upmarket delicatessens, gastro-
pubs and stores like Fortnum & Mason, Selfridges and Harrods.