Former Seabrook Crisps managing director launches TAGS brand of crisps

New TAGS crisps brand

New TAGS crisps brand

The former managing director of Seabrook Crisps has launched his own range of crisps.

John Tague, who took Seabrooks from £11m turnover to £30m, has created TAGS Tasty Crisps.

The range is made up of 125g premium hand cooked potato chips in three flavours: Malt Vinegar & Sea Salt, Sweet Chilli and Mature Cheddar & Red Onion; and 25g Potato Crisps which come in multi-packs of six and three flavours: Salt & Vinegar, Cheese & Onion and Ready Salted. Both RSP at £1.69, although for a limited period they are on offer for £1 in Poundland.

TAGS, Tague’s childhood nickname, is a family business. John, his wife, Clare; and their four children, Patrick, Joe, Dominic, and Cecilia are all involved in the company which is based in Liverpool.

John, Clare and Joe Tague

John, Clare and Joe Tague

Tague said: “We have created a unique new brand to challenge the more established brands in the market. Our branding is deliberately aimed at capturing both today’s and tomorrow’s consumers.

“Our crisps are produced using the finest ingredients to ensure you always experience products that are bursting with great flavour and taste.

“The products we have launched so far are only the start of our journey as a family business. Over the coming months we intend to introduce further flavours and also extend into other snack products.”

Among TAGS fans are former England footballer and now TV pundit Gary Neville who tweeted that they are his “favourite crisps”.

Listings have already been secured with Poundland and B&M stores and John is currently talking with a number of the multiples about further listings. Tague is planning to expand the range and claim a 10% share of the £2.5bn crisp market within 10 years.

“I don’t underestimate the challenge but believe this is achievable,” he said. “Our focus is on quality, and I think some retailers will welcome a new mainstream range outside the big players.”

Prior to joining Seabrook Crisps, Tague was sales and marketing director (UK) for the Walt Disney Company.