Tyrrells is poised to dramatically increase its distribution in the US and Germany where it hopes to replicate its success in the UK and France.

The upmarket crisp maker already has a US presence in premium hotels and grocery outlets such as Dean & Deluca and The Food Emporium, but has appointed Green Seed Group to help strengthen distribution on the East Coast and achieve $5m sales in the next three years.

Green Seed, which emerged from the ashes of Food from Britain and helps UK brands crack overseas markets, will oversee its US marketing and sales from next month.

Tyrrells is also working with salty snack distributor Genuport to help it make inroads into the German market. The Netherlands is also on the hit list but, according to chief executive David Milner, is "a work in progress", with premium crisp maker Kettle Chips and Burts Chips already ­established market players.

"The prize is Europe," said Milner, who was appointed in April to spearhead the brand's overseas expansion. "There is no reason somebody in these countries wouldn't like, as we do, a better quality hand cooked crisp. The companies over there won't make them as it's more difficult."

Total turnover totalled £19m in the year to 31 March and Tyrrells is confident international expansion plans will push this to £28m this financial year. UK sales in the three months to July were up 65% on the back of strong exports and increased distribution.

In France, Tyrrells is listed in multiples such as Monoprix and Carrefour.

Read more
Tyrrells owner Langholm swoops for Bart Spices (4 May 2010)
Ex-Kettle man Milner to expand Tyrrells abroad (3 April 2010)

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