It doesn't seem all that long ago that posh crisps were a novelty.
Now, with the likes of Tyrrells, Kettle and Burts firmly part of the repertoire of the British crisp consumer, it's the turn of overseas markets to taste something new. And, with the pound-to-euro exchange rate so favourable, it's a good time to make the move.
Last month, Tyrrells announced it would be taking on Europe when it appointed the former boss of Kettle Chips Australia to the new post of commercial director.
A key responsibility for David Milner will be to spearhead the company's expansion overseas. The European market is "an exciting prospect," says Milner. "It doesn't have a premium chip category and we will have an advantage with the exchange rate," he says, adding that he also hopes to grow Tyrrells' small presence in the US market.
And Tyrrells is not the only UK crisp brand that believes Europe offers opportunities. Devon-based Burts Chips says its exports have soared to £3.3m, representing almost 30% of all its sales compared with just 4% last year. Director Jonty White says Burts does particularly well in northern Europe, with Germany and the Netherlands its two biggest markets.
"We developed a paprika flavour for Holland and it's been a huge success, and it's now listed in Tesco here," says White. "Our popularity in Germany is fascinating, given retail there is so discounter-led and premium isn't really in the vocabulary."
Burts is also exporting to Malaysia, India and Japan. Of course, US Kettle Foods has been exporting Kettle Chips to the Continent since 1993. It is the number one hand-cooked brand in the Netherlands, Belgium, Italy and Germany. It has also developed a paprika flavour especially for the European market as well as a rosemary & garlic variant.
And when it comes to premium crisps, where Kettle leads others follow.
Focus On Crisps, Nuts & Snacks
Now, with the likes of Tyrrells, Kettle and Burts firmly part of the repertoire of the British crisp consumer, it's the turn of overseas markets to taste something new. And, with the pound-to-euro exchange rate so favourable, it's a good time to make the move.
Last month, Tyrrells announced it would be taking on Europe when it appointed the former boss of Kettle Chips Australia to the new post of commercial director.
A key responsibility for David Milner will be to spearhead the company's expansion overseas. The European market is "an exciting prospect," says Milner. "It doesn't have a premium chip category and we will have an advantage with the exchange rate," he says, adding that he also hopes to grow Tyrrells' small presence in the US market.
And Tyrrells is not the only UK crisp brand that believes Europe offers opportunities. Devon-based Burts Chips says its exports have soared to £3.3m, representing almost 30% of all its sales compared with just 4% last year. Director Jonty White says Burts does particularly well in northern Europe, with Germany and the Netherlands its two biggest markets.
"We developed a paprika flavour for Holland and it's been a huge success, and it's now listed in Tesco here," says White. "Our popularity in Germany is fascinating, given retail there is so discounter-led and premium isn't really in the vocabulary."
Burts is also exporting to Malaysia, India and Japan. Of course, US Kettle Foods has been exporting Kettle Chips to the Continent since 1993. It is the number one hand-cooked brand in the Netherlands, Belgium, Italy and Germany. It has also developed a paprika flavour especially for the European market as well as a rosemary & garlic variant.
And when it comes to premium crisps, where Kettle leads others follow.
Focus On Crisps, Nuts & Snacks
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