Farmers' markets, delis and gastropubs love them but how much of an impact have artisan crisps made?
Producers such as Burts, Real Crisps, and Tyrrells would argue that they have made the leap into the mainstream without losing their artisan credentials. SymphonyIRI figures for the year to 22 January 2011 show Tyrrells' sales up to £21.9m from £15.1m a year ago, with Real Crisps up from £3.5m to £6.3m, and Burts from £2.3m to £3m over the same period.
"Our growth has always been about focusing on the very finest quality ingredients," says Oliver Rudgard, marketing director at Tyrrells. These brands have clearly seen substantial growth, but they are now not only competing with the majors, but with a new generation of niche artisan players.
Among these is Quex Foods, whose Kent Crisps range wears its regional credentials as a badge of honour. MD Anthony Curwen believes that this is no barrier to national ambitions. "Start with a strong regional presence, then if the market conditions are right, expand into national distribution," he says.
Yorkshire Crisps also trades on its regional appeal. The brand has made modest inroads into the American market and features a line-up that includes Henderson's Yorkshire Sauce flavour, based on a Sheffield relish developed in the 19th century.
The challenge for artisan brands is to build relationships with multiples while retaining their ethos, says Nick Hurst, sales director of Burts: "We would never chase expansion aggressively if there were a risk that it would have a detrimental effect on our production techniques and company ethos." "Independents formed the bedrock of the brand's success when it first launched. We will continue to ensure shoppers still find Burts where they expect to."
Focus On Crisps, Nuts & Snacks
Producers such as Burts, Real Crisps, and Tyrrells would argue that they have made the leap into the mainstream without losing their artisan credentials. SymphonyIRI figures for the year to 22 January 2011 show Tyrrells' sales up to £21.9m from £15.1m a year ago, with Real Crisps up from £3.5m to £6.3m, and Burts from £2.3m to £3m over the same period.
"Our growth has always been about focusing on the very finest quality ingredients," says Oliver Rudgard, marketing director at Tyrrells. These brands have clearly seen substantial growth, but they are now not only competing with the majors, but with a new generation of niche artisan players.
Among these is Quex Foods, whose Kent Crisps range wears its regional credentials as a badge of honour. MD Anthony Curwen believes that this is no barrier to national ambitions. "Start with a strong regional presence, then if the market conditions are right, expand into national distribution," he says.
Yorkshire Crisps also trades on its regional appeal. The brand has made modest inroads into the American market and features a line-up that includes Henderson's Yorkshire Sauce flavour, based on a Sheffield relish developed in the 19th century.
The challenge for artisan brands is to build relationships with multiples while retaining their ethos, says Nick Hurst, sales director of Burts: "We would never chase expansion aggressively if there were a risk that it would have a detrimental effect on our production techniques and company ethos." "Independents formed the bedrock of the brand's success when it first launched. We will continue to ensure shoppers still find Burts where they expect to."
Focus On Crisps, Nuts & Snacks
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