It has become a symbol of the luxury crisp sector. The English brand Tyrells, a little more expensive than its competitors, highlights its quality to dominate this particular market.
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Born in 2002 on a farm from the English region of Herefordshire, the Tyrrells brand of crisps is widely consumed across the Channel. The consumption of chips represents there “4 and a half kilos per inhabitant per year compared to one kilo in France”explains Sophie Van Eeckhaute, marketing director of Intersnack France, the group that owns Tyrrells.
60% share of the premium crisp market in France
In France, sales of Tyrrells represent only 5% of the overall crisps market, which is worth more than 700 million euros. But the brand has established itself in the high-end, so-called premium, sector, with 60% market share.
“A premium that remains accessible”
This high-end aspect does not prevent Tyrrells from remaining accessible, assures Sophie Van Eeckhaute. Even if with 3 euros on average per packet, the product remains more expensive than traditional chips.