tyrells crisps

Premium crisp brand Tyrrells has appointed Paul Parkins to the new role of international managing director, in a move that highlights the growing importance of its overseas business.

CEO David Milner has tasked him with driving the Investcorp-owned company’s international growth and helping to realise its overseas ambitions.

Parkins joins the Herefordshire-based company, known for its ‘hand-cooked’ crisps, tortilla chips and popcorn, as part of the senior leadership team. He moves from potato and produce supplier Albert Bartlett & Sons, where he was MD, responsible for all the UK and group operations.

He began his food career at United Biscuits, where he worked for nearly 10 years, the last four as MD of its Irish operations.

Parkins’ appointment at Tyrrells comes in the wake of the company’s acquisition, for an undisclosed sum, of Yarra Valley Snack Foods this summer, which makes upmarket organic crisps and snacks in Australia.

Milner said: “Paul is a strong addition to our growing team and his passion and experience within the food sector are second to none.

“We are in an exciting position following our recent Australian expansion and want to ensure we have all the correct tools and resources in place to take our plan one step further globally.”

Milner added he looked forward to working with Parkins to help accelerate the international growth of the brand and “drive our international agenda forward”.

Tyrrells has a presence in more than 37 countries at present, including Belgium, Brazil, Cambodia and Iceland, and its global sales accounted for a quarter of its turnover as of June.

A spokeswoman for the company said it hoped to increase this to 30% by the end of the current financial year, which runs to the end of March.