Page 28 - Tyrrells CS

Milner sought to break into the US by building a solid

platform based on Tyrrells’s core product – crisps and which
once established would provide the foundation for

launching its other products. Moreover, a strong digital PR

and in-store presence to ensure that consumers understood

and engaged with the brand proposition was also employed.

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.