Tayto gets into rough trade Tayto, Northern Ireland's number one crisp and snack brand, is targeting the booming crinkle cut market with its most important product launch in years. The company believes Rough Cuts will take a 10% share of the NI crinkle crisp sector in its first 12 months. Joint md Stephen Hutchinson says: "We have looked at this area continuously over the last three years but we were determined to wait until we had developed a product that was consistent with the quality customers expect of Tayto. "This launch represents a tremendous opportunity for retailers to trade up with the Tayto brand and take advantage of the full scale local marketing campaign we will be putting behind this launch." But Hutchinson warns some people may be shocked by the campaign ­ which marks a real break with tradition.Absent is the Mr Tayto character appealing to kids. Instead the ads target a young male market with strong Ulster humour. Tayto is also running tastings in pubs and clubs with Guinness. There will be poster and local radio ads running into the autumn as well as a special creative version on the Scannervision screen in Belfast. Rough Cuts ­ which come in four flavours and retail at 37p for a 50g bag ­ will offer a significant trade up for retailers, says Tayto. {{ SUPPLEMENTS }}