Crisp brand Tyrrells is launching a range of premium English Tortilla Chips.
Tyrrells claims it has given an authentic Mexican Tortilla recipe a twist by infusing the corn chip with English chives coated in provenance-rich English seasonings.
The TorTyrrells Tortillas range will be available in 175g bags from early April in three variants: Glastonbury Cheddar & Caramelised Onion, Rather Hot English Chilli and Somerset Sour Cream, all with an RRP of £1.99.
The range is said to be packed full of the Tyrrells’ quirky English personality – from its eccentric product name, through to the eye-catching packaging, which plays on the English take on a classic Tortilla chip.
The Tortillas launch aims to create a significant premium segment in the market aimed at discerning consumers looking for a quality proposition that is steeped in character, the company claims.
Oliver Rudgard, marketing director at Tyrrells, said: “We’re really excited about entering this segment of the market. TorTyrrells Tortillas is a premium and distinctive English take on a classic Mexican Tortilla.
“We are confident this latest innovation will appeal to discerning consumers who are looking for a more special Tortilla chip to accompany a wide variety of dips. There are plenty of reasons why England will be in vogue this year and this launch celebrates “Englishness” in a rather entertaining way.”
The TorTyrrells launch will be supported in store by specially themed point of sale material as well as eccentrically themed PR and digital activity in order to heighten brand awareness and encourage trial.
Tyrrells has been focused on driving innovative NPD and this launch follows the previous years launch of the Tyrrells Proper Popcorn range, the company said.