Tyrrells raises crisp quality with £2M automation spend

By Rick Pendrous

- Last updated on GMT

Tyrrells has completed a £2M investment project dedicated to automation
Tyrrells has completed a £2M investment project dedicated to automation

Related tags Potato

Tyrrells has completed a £2M capital investment at its factory at Leominster in Herefordshire, in a move designed to improve the quality of its vegetable crisps and drive growth in the category.

The investment has increased the level of automation during manufacture, which will reduce the amount of manual handling or number of ‘touchpoints’, resulting in less breakage of the crisps and bigger, whole pieces of vegetable crisp in the packs, said Tyrrells spokeswoman.

The crisps are now about 40–50% larger than those previously made, she added.

To take maximum marketing advantage of this investment, Tyrrells is offering consumers an on-pack money-back guarantee if they are not satisfied with the products. This will run from September 2017 until March 2018.

Money-back guarantee

“This investment is indicative of our commitment to product quality at Tyrrells,”​ said the company’s marketing director Adam Draper.

“We think the improvements we have made to our Tyrrells Veg Crisps are so good, that we are offering consumers their money back if they are not fully satisfied with our splendidly bigger veg crisps.”

Tyrrells portfolio of products consists of hand-cooked potato – including sweet potato varieties – vegetable crisps and popcorn.

In September 2016, Tyrrells was sold by Investcorp to Amplify Snack Brands in a deal worth £300M. Investcorp received about £278M directly from the sale, and 2.1M shares in Amplify.

Amplify, a major player in the healthy snacks sector, said the deal would benefit both businesses in terms of revenue and growth.

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