Tyrrells Potato Crisps, the hand-cooked premium crisp brand, is announcing its acquisition of Yarra Valley Snack Foods, a fast growing premium snacks business making natural, organic and gluten free products near Melbourne, Australia.
Exactly two years after Tyrrells’ sale to Investcorp in August 2013 and 15 months since Tyrrells crisps launched in Australia, this expansion provides the opportunity to accelerate the international growth of the Tyrrells brand.
Yarra Valley Snack Foods is based in the Yarra Valley, a region best known for its fine wine and artisan food producers, while Tyrrells is based on a farm in the historic English county of Herefordshire. Both companies share a philosophy and passion for quality and provenance.
Following the initial successful launch of Tyrrells in Coles supermarkets in April 2014, Australia is now Tyrrells’ second largest international market after France. Now established in over 37 countries worldwide, Tyrrells global presence accounts for approximately 25% of its turnover (June 2015). This acquisition is a natural progression for Tyrrells, helping to develop a new generation of English crisp connoisseurs down under, whilst also providing a base to develop further opportunities throughout Asia.
David Milner, Tyrrells CEO, said: “This acquisition demonstrates that we are serious about international expansion for the Tyrrells brand. Our hand-cooked crisps have been extremely well received in Australia, where consumers value well-made food with provenance. From working with family farms through to sourcing the best tasting, natural ingredients, we’re delighted to be expanding in a market famous for it’s food manufacturing credentials.”
Andrew Blain, managing director of Yarra Valley Snack Foods, said: “The alignment between Tyrrells Potato Crisps and Yarra Valley Snack Foods is positive news for the food manufacturing industry in Australia. Moreover, it represents a strong vote of confidence in the innovative work already being done by Yarra Valley Snack Foods. We are extremely excited by the opportunities that lie ahead and look forward to working with the team at Tyrrells.”
Six crisp flavours are available in Australia including: Lightly Sea Salted, Sea Salt & Cider Vinegar, Mature Cheddar & Chive, Sunday Best Roast Chicken, Barbecue and Sweet Chilli & Red Pepper.