Page 11 - Tyrrells CS
P. 11
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.
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’s brand in all its stores. Chase
rebuffed the offer saying:
