Exports case study: Tyrrells Crisps

Tyrrells, the quintessential Herefordshire based hand-cooked crisp brand, is proving that appetite for its English crisps is as strong as ever, having enjoyed its best ever year in France.

Tyrrells, worth €16.2m at RSV and growing at 12% YOY*, is the largest and fastest growing brand within the French hand-cooked crisp category, with 50% market share. From boutique ski slope bars to the aisles of large French retailers such as Monoprix, Auchan and Carrefour, Tyrrells has grown its presence steadily since launching in the market in 2004.

Tyrrells attributes its success to the quality and taste of their hand-cooked crisps and the French consumers' love for the brand's eccentric English packaging and personality. Amongst Tyrrells best- selling variants in France is Mixed Root Vegetable Crisps, consisting of beetroot, parsnip and carrot, as well as recently launched Pesto & Parmesan and Black Truffle. 

Not one to rest on its laurels, the brand is investing in the market to drive awareness and sales further. Tyrrells launched its first French advertising campaign in June this year, with a poster campaign in Paris celebrating the aperitif occasion. The campaign reached 2.8m Parisians and brand awareness grew as a result. 2018 is set to see even bigger investments, with bespoke innovation and advertising.

*MAT 52 w/e October 16th 2017 vs previous year. Hypermarket & Supermarket + Proximity stores

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Last reviewed: 10 Nov 2017