Tyrrells

What Tyrrells does

Tyrrells is a premium hand-cooked potato crisp brand founded in 2009 in Herefordshire, England, now owned and operated by Intersnack Group through its Dutch subsidiary Intersnack Nederland B.V., headquartered in Doetinchem, Netherlands. The brand produces skin-on, slow-cooked potato crisps using selected Lady Rosetta and Lady Claire potato varieties, employing its proprietary "Big Spinny Thing™" oil removal technology to deliver a differentiated texture and reduced surface oil. Product variants are positioned as free from artificial flavors, colors, and MSG, supporting a premium clean-label positioning in the savory snack category. The portfolio also includes a Tyrrells Lentil Chips sub-brand extending into pulse-based snacks.

Tyrrells generates revenue through retail distribution of its packaged crisp and snack SKUs across at least seven markets — the United Kingdom, Netherlands, France, Germany, Switzerland (German and French-speaking), Denmark, and Australia — leveraging its parent company's pan-European logistics, procurement, and account management infrastructure. Go-to-market is predominantly through grocery, convenience, and specialty retail channels, supplemented by country-specific brand websites (including a Netherlands launch in 2020) and active social media channels that support consumer engagement and brand-building rather than direct e-commerce scale. Pricing follows premium CPG shelf positioning, with the brand's heritage aesthetic and process differentiation underpinning its price point relative to commodity crisp competitors.

Strategic activity has centered on incremental expansion: localized digital rollout into new European markets, ongoing flavor SKU additions (notably the 2021 English Smoky Barbecue launch), category extension into lentil chips, and continued international distribution through Intersnack's platform. The brand's competitive position rests on intangible assets (vintage-style brand identity, heritage narrative), proprietary process technology, and the distribution leverage provided by its Intersnack parent.

Name

Tyrrells

Website

https://tyrrellscrisps.nl

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Tyrrells is a premium hand-cooked potato crisp brand owned by Intersnack Group, producing skin-on crisps with proprietary oil-removal technology for retail distribution across the UK, continental Europe, and Australia.

Ownership category

akta.pro rank

Product category

Premium Potato Crisps

NAICS

Other Snack Food Manufacturing (311919)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Potato & Vegetable Chips Manufacturing (AFAKAIAA)

akta.pro secondary industries

Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)

Keywords

• Premium potato crisps
• Consumer packaged goods
• Snack food manufacturing
• Artisan potato chips
• Retail snack distribution

Headquarters

HQ city

Leominster

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Consumer Packaged Goods (CPG) - Retail Sales: Traditional CPG revenue model selling branded potato chips through retail distribution channels. Products are sold in standard packaging sizes (40g and 150g) at grocery stores, convenience stores, and specialty retailers across Europe and Australia.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Tyrrells is a premium potato crisp brand that manufactures and sells artisanal flavored potato chips using carefully selected potato varieties (Lady Rosetta and Lady Claire), slow-cooked in small batches with the skin on and finished using a proprietary "Big Spinny Thing™" centrifugal oil-removal process. The product line spans classic to gourmet flavors (e.g., Simply Sea Salted, Truffle & Sea Salt) and is sold in 40g and 150g packs through retail channels in multiple European markets and Australia.

Product overview

Tyrrells is a premium potato chip brand owned by Intersnack Nederland B.V., offering a range of specialty potato crisps with natural ingredients and distinctive flavours. The product line consists primarily of potato crisps in various flavour variants including Simply Sea Salted, Sea Salt & Cider Vinegar, Sea Salt & Black Pepper, Sweet Chilli & Red Pepper, Mature Cheddar & Chive, Truffle & Sea Salt Seasoning, Black Garlic & Sour Cream, Roast Chicken & Caramelised Onion, Mediterranean Herb Flavour, and English Smoky Barbecue. The crisps are made with carefully selected potato varieties (Lady Rosetta and Lady Claire), slow-cooked in small batches with their skins on, and finished with a 'Big Spinny Thing' centrifugal oil removal process for less greasy fingers. The company also mentions vegetable and lentil chip alternatives in its broader assortment.

Differentiator

Problem solved

Functional benefit

Brands

• Tyrrells Potato Crisps: Premium potato crisps in various flavors including Sea Salt & Cider Vinegar, Simply Sea Salted, Sweet Chilli & Red Pepper, Truffle & Sea Salt, Mature Cheddar & Chive, Sea Salt & Black Pepper
• Tyrrells Lentil Chips

Products and services

• Simply Sea Salted Potato Crisps

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Intersnack Nederland B.V.coreStrategic or Co-development PartnerIntersnack Nederland B.V. is the parent company and operating entity for Tyrrells in the Dutch market. The company is headquartered in Doetinchem and handles all aspects of Tyrrells brand operations including production, distribution, and marketing in the Netherlands.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Miss Vickie's: Premium kettle-cooked potato chip brand emphasizing real ingredients and bold flavors; a direct North-American comp for Tyrrells' premium kettle-cook process and flavor-forward positioning.
• Pipers Crisps: UK-based premium crisp brand focused on real-food ingredients and distinctive flavors; competes head-to-head with Tyrrells in the same retail channels and premium-snack consumer segment.
• Kettle Chips: Premium kettle-cooked potato chips with skin-on positioning and clean-label formulations, directly competing with Tyrrells in UK and European grocery for the premium snack occasion.
• Cape Cod Chips: Premium kettle-cooked potato chips with skin-on process and natural-ingredient positioning; directly comparable to Tyrrells on production method, flavor sophistication, and premium-shelf placement.

Emerging players

• Boulder Canyon: Better-for-you kettle-cooked potato chip brand with clean-label positioning; partial overlap with Tyrrells on premium, natural-ingredient, kettle-cook attributes.
• Popchips: Better-for-you popped-potato snack brand using non-fried technology; partial product overlap with Tyrrells and a leading indicator of the health-conscious shift threatening fried premium crisps.

Broad incumbents

• Lay's: Mass-market potato crisp leader (PepsiCo) with broad distribution across all Tyrrells markets; competes on price and shelf share against Tyrrells' premium tier.
• Pringles: Global stacked-crisp brand (Kellanova) competing for the same snacking occasion as Tyrrells across European and Australian retail.
• Walkers: UK's largest crisp brand (PepsiCo); dominant in Tyrrells' home UK market and the primary incumbent Tyrrells must out-position on premium tier.
• Calbee: Large Japanese snack manufacturer with a growing European presence in potato-based snacks; competes for the same premium and mainstream grocery shelf as Tyrrells.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TyrrellsOfficial
• Instagraminstagram.com/tyrrellsnlance
• Xx.com/tyrrells

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tyrrells