Exactly two years after Tyrrells’ sale to Investcorp in August 2013 and fifteen 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, who produce natural, organic and gluten free snacks, is based in Yarra Valley, a region in Australia 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 per cent of its turnover. 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, claims that international expansion is a priority for Tyrrells.
“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.”