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Tyrrells' Brand Transforms And Expands In Premium Sharing Crisps Segment

May 17, 2023: 12:00 AM EST
KP Snacks acquired Tyrrells in 2018, a gluten-free chip brand that faced challenges in justifying its premium pricing. To transform the brand’s image, a new brand platform called ‘Tyrrellbly Tasty’ was introduced, which targeted adults over 45 and emphasized the distinctive English character of Tyrrells. Tyrrells' prices were also increased by 30% in 2019. Tyrrells has since experienced significant market share growth in the premium sharing crisps segment, expanding from 12.6% to 15.3% between September 2019 and December 2021.
Niamh Carroll , "How Tyrrells moved away from the ‘drug of promotion’ to grow sales value", Marketing Week, May 17, 2023, © Centaur Media plc
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