Page 7 - Tyrrells Chips

“Our aim is for every chip to be eaten within

three weeks of being made – one of the main
reasons our minimum order is only four boxes. If
we used distributors, the chips would sit in a
warehouse for a few weeks.”

Reducing food miles is another reason for
Chase cutting out the middleman and delivering

overnight, direct to the customer in (originally)
four small delivery vans.

The extended frying process, coupled with natural ingredients and the
marketing elements meant that the price of Tyrrell’s potato chips were
set at 85p per bag whereas in 2002 mass produced crisps were selling

at 30p to 40p per bag.

TESCO

In October 2006 Tyrrells (estimated
turnover £10m.,35% return) were
approached by Tesco (turnover

£39.5bn.) to supply their products to
the superstore. Chase met Tesco
representatives but "politely" turned

them down and asked them not to sell
the chips because the brand had been
established via a network of 6,000
independent retailers and Waitrose,

the John Lewis-owned supermarket
that supports small and medium sized suppliers.

However, it came as a massive shock to Chase to find that Tesco had
already sourced their products on the grey market and listed Tyrrells at a
discounted price. After refusing to remove the product off their shelves

Tyrrells sought legal advice; but decided to pursue the issue through the
press and after an overwhelming response from the media, Tesco’s
announced they were removing the product from their shelves.