January 2020

TYRRELLS LAUNCHES MAGNIFICENT NUT MEDLEYS ALONGSIDE REVAMPED POPCORN RANGE

KP Snacks has announced that its premium Hand Cooked crisps brand Tyrrells will be extending its portfolio within the Crisps, Nuts and Snacks category with the launch of premium nut mixes.  With 74% of Tyrrells shoppers already buying Tasty Nuts, KP Snacks wants to capitalise on Tyrrells’ premium credentials and the growth potential in nuts by introducing the new Tyrrells Nut Medley range.

The range will launch in two flavours Sea Salt & Ground Black Pepper and Sweet Chilli & Red Pepper.  Each variant contains delicious seasoned roasted almonds and cashews, combined with crunchy giant corn and fava beans.  The Sweet Chilli and Red Pepper variant also includes real pieces of red pepper.  Not only does the new range taste amazing, it also looks appetising and is sure to impress when shared with friends and family at any social occasion.

The Tyrrells Nut Medley range is designed for the premium sharing occasion. The sharing category is worth £1.1bn, the largest within CSN, and is currently experiencing double-digit growth of +8.3%.  Nuts Mixes is a huge segment driving this growth with sales expected to increase +27% in the next 5 years.  Nut Mixes are worth £71m with 23% share and growing rapidly.

Quality is at the heart of the Tyrrells offering and its authentic British heritage attracts consumers all over the UK. Tyrrells products are currently purchased by over 5.9m households, with its main shoppers falling within the 35yr+ ABC1 category.

Dan Winslet, Global Tyrrells Marketing Controller at KP Snacks says: “Our new Nut Melody range is designed to celebrate Tyrrells quality and premium credentials, while meeting a consumer need. Nut Mixes span multiple occasions.  Enjoyment moments in the afternoon/evening are relatively under-developed in Mixes which accounts for 64% of occasions. Our new and delicious nut flavours will drive sustainable value growth and deliver something new and different to shoppers”.

Coinciding with the Nut Medley launch, KP Snacks has announced Tyrrells will be relaunching its popcorn range to reposition the range and capture greater share of market.

Three core flavour profiles – Sweet, Sweet and Salted and Salted – have each been given a typical Tyrrells twist and customised with expertly crafted, specially selected ingredients.

• Sweet & Salty – The most popular flavour of popcorn in the world. At 115 calories per serving, Tyrrells popcorn has been reformulated with sea salted caramel
• Sweet – Tyrrells sweet popcorn is made using vanilla extract, sourced from Madagascar, for a creamy flavour and sweet aroma. This delicious snack is 116 calories per 23g serving.
• Sea Salted – For those who favour a more savoury snack, Tyrrells salted popcorn is simply sea salted. Available at just 113 calories Tyrrells simply sea salted is produced to Tyrrells’ top-quality standard.

The revamp aims to deliver a touch of indulgence, whilst remaining a permissible snacking option, perfect for an impromptu get-together with friends or family. Tyrrells identified a gap in the current popcorn market for a range that offered a touch of ‘foody’ appeal, whilst still remaining a better for you choice vs other sweet snacks.  In the UK 91% of consumers say spending time family time together is very important. Whether it be a family night in with a few films in the winter, or a BBQ in the sunshine, there are 1.7 billion sharing occasions in the UK.

Sarah Lawson, Marketing Manager at Tyrrells says: “Tyrrells prides itself on producing the best quality snacks in the market. The newly relaunched range offers something unique and different to the category.  The range has a premium proposition but that is also fun & light-hearted, designed to be special yet accessible. By making some changes to the range, we’re ensuring our popcorn offers something authentic to the category that will add value back into the market.”

Tyrrells, the UK’s No.1 vegetable crisp brand, is currently worth £49.6m. It won 4 Great Taste Awards in 2019, bringing the total number of prestigious award-wins across the portfolio up to 83.

Available in 100g and 105g sharing packs, Tyrrells new Nut Medley range is available at an RRP of £3.  The revamped popcorn range will have an RRP of £1.90 for 90g and 80p for 23g packs. Both ranges will be available in selected Waitrose and Sainsburys stores as well as all good independent retailers.