Page 8 - Tyrrells Chips

Moreover, a few days later, Tesco attempted to adjust its image by
introducing a plan which included opening nationwide regional buying

offices, recruiting regional food experts and putting regional counters in
its stores.

They Were Naughty

Chase commented that:

"What pissed me off was the fact they went behind our
backs. We just wanted to make the point that what they did
was naughty. "

"They were going after the independents, stocking our stuff
at a discount, and they needed smacking. No one's stood up
to them before. It was time someone did."

www.thegrocer.co.uk.

After the Tesco battle Chase was approached by Sainsbury's who
offered to put Tyrrells brand in all its stores. Chase rebuffed the offer
saying:

"It's not our aim to be the world's largest chip-maker,"

However, Chase had no intention of staying small. Instead he had begun
exporting to fine-food stores in mainland Europe and planned to
introduce new products, such as muesli bars and dips, to his existing
product portfolio.
Tyrrells’ Potato Chips by 2008 had a turnover of £12m., a staff of 60
supplying over 5000 quality independent retailers across the UK. They

also supplied Waitrose – one of the only UK supermarkets actively
purchasing and promoting locally produced fine foods, and exported to
2,000 customers overseas.

Chase, had made up-market independents the cornerstone of his brand.

"Don't worry about the end-user," he said. "It's the independent

retailers whom you need to inspire with passion, because they are
the ones who recommend you."