KP Snacks is to ramp up its revival of Tyrrells by relaunching its vegetable crisps and further underlining the brand’s premium credentials.
The autumn will see the supplier “using new and exclusive technology to create the biggest and best-quality veg crisp experience” it said. The crisps will be made from longer slices of vegetables, seasoned with “unique yet classic taste combinations”.
The existing Tyrrells range, comprising seven SKUs, didn’t “do justice to what the brand needs to do” said KP sales director Andy Riddle. “It’s not different, and it’s not the quality we would expect of Tyrrells.” The reformulated veg crisps would be “true to the quality” of the Herefordshire brand.
They will roll out at around the same time as a TV push for Tyrrells’ core hand-cooked crisps, followed in early 2020 by a popcorn relaunch and innovation in a new snacking sector.
The flurry of activity follows KP’s purchase of Tyrrells in May 2018 from The Hershey Company for an undisclosed sum.
Hershey came into possession of the beleaguered brand in mid-December 2017 after buying its then owner Amplify Snack Brands for £300m. While under Amplify’s wing, Tyrrells saw its value in grocery fall by 22.7% to £33.5m in the 52 weeks to 9 September 2017 [Nielsen].
Having last year clawed back around £17m, KP aims to drive growth by establishing Tyrrells as a high-quality, premium proposition, focusing on its farming roots. Over the past six months, the supplier has undertaken a raft of marketing activities including money-off vouchers in newspapers, PoS sampling, and a competition with Co-op to win a tractor (or £5k; the winner chose the cash).
The aim was to emphasise the brand’s “farm, heritage and quality” and “justify a premium position” Riddle said. “Tyrrells is worth paying more for.”
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