Tyrrells announces pack refresh on its crisp range


Tyrrells, the premium English crisp brand, is this week announcing an exciting new pack refresh on its crisp range.

Packs were last refreshed in 2010 and the latest design follows the same successful model which has been a core pillar for communication over the years.

Synonymous with the brand’s quintessentially English personality are the signature eccentric black and white photos which will remain on pack. Design tweaks instead focus on greaterflavour recognition and a stronger connection with the brand’s witty personality.

Rolling out from May 2015, the new packs will feature splashes of colour within the nostalgic black and white photos and larger, bolder typeface for instant flavour recognition.

Marketing director of Tyrrells, Jocelyn McNulty, said: “Our new design will benefit both retailers and consumers, driving up pack recognition and purchase intent. We saw a significant increase in purchase intent when new packs were researched independently against our existing design and competitors.”

McNulty continues: “Positive consumer feedback on the new design has also revealed a more apparent link to our fun and eccentric personality, which is fundamental to the brand and its success.”

Tyrrells Crisps has enjoyed 30% YOY growth reflecting the strong consumer demand for its hand-cooked crisps. The crisps design refresh also follows the recent rebranding of the Tyrrells Proper Popcorn brand to ‘Poshcorn’, which is made at Tyrrells Court Farm in Herefordshire and growing ahead of the category at 55% YOY.