Tyrrells crisps are heading to the land of the rising sun after the company signed its biggest-ever export deal.
Two months after going into 850 Publix stores in the US, it has signed a deal with 7-Eleven stores in Japan to sell three flavours of crisps in 5,000 stores.
“Although our brand is quintessentially English, it appeals just as much in France, Japan, Germany and the US,” said Tyrrells CEO David Milner. “One quarter of our business is now international.”
Tyrrells is also expanding at home, launching the Aristo-Crackling brand of pork scratching in 30g and 50g packs (rsp: 99p and £1.19 respectively).
Made from British-reared pigs, the new products come in Traditional and English Mustard flavours and aim to offer a lighter, crunchier texture than rival brands.
Langholm Capital, which bought Tyrrells for £40m in 2008, is putting the brand up for sale with a reported price tag of £100m.
Milner said it had already attracted interest from “a very broad spectrum” of potential buyers spanning private equity and trade in the UK and overseas. McQueen is handling the sale.
No comments yet