Tyrrells is taking on Doritos with the launch of a range of tortilla chips with an English twist.

The TorTyrrells Tortillas range of corn chips, which roll out in mid-April, are infused with English chives and come in three flavours: Glastonbury Cheddar & Caramelised Onion, Rather Hot English Chilli, and Somerset Sour Cream (rsp: £1.99/175g). If successful, the company plans to expand the range into smaller individual packs.

Tyrrells chief executive David Milner said TorTyrrells would help create a premium tier in the tortilla chip market, which is currently dominated by mass market brand Doritos.

“Handcooked crisps are a way of taking a large-scale behaviour upmarket,” he said. “The tortilla market is huge - it’s bigger than premium crisps, but there’s only really one brand and lots of own label so we wanted to premiumise the category.”

Tyrrells is targeting £4m retail sales in its first year and backing the launch with themed PoS, PR and digital activity. “This is a big move for us,” said Milner. “There’s no reason why it couldn’t ultimately be as big as our crisps.”

Last year, the tortilla chip market grew 7.2% to £276.2m [Euromonitor October 2011]. This was driven by Doritos, which according to Nielsen grew 15.8% to £133.2m.

In 2006, United Biscuits launched three premium tortilla lines - Cool Casa sour cream & chive Spikin’ Lime with poppy seeds and Chili con Queso with green chillies and Monterey Jack cheese - but they were delisted last year.