TYRRELLS LAUNCHES ‘PUB CLASSIC’ FLAVOUR AND PLEDGES £50K DONATION TO BRITISH PUBS


KP Snacks, the no.1 supplier of Bagged Snacks in pubs and bars[1], and its premium snack brand Tyrrells, have announced the launch of an exciting new flavour alongside a promotional campaign supporting the Licensed Trade Charity (LTC).

From September to November, 2 million special edition packs of Tyrrells crisps will be on sale, with Tyrrells donating £50,000 to the LTC from sales generated. Running for the second year in a row, the campaign looks to help the On Trade Channel recover from the pandemic by supporting the LTC which provides essential help across the industry, from financial hardship to mental health.

The nationwide initiative will run across three of the most popular Tyrrells flavours: Lightly Sea Salted, Mature Cheddar & Chive, and Sea Salt & Cider Vinegar in 40g singles format, as well as a new product, Tyrrells British Beef & Ale.

Designed to be the perfect accompaniment to your chosen drink, Tyrrells British Beef & Ale crisps provide consumers with a favourite pub classic in a delicious snack form. With consumer preference for meaty flavours in crisps and snacks growing[2], the new product is set to catch the attention of pub-goers looking for a snack.

Beth Minch, Marketing Manager at Tyrrells says: “Tyrrells is a premium snack brand which provides hand-cooked crisps in a range of delicious flavours. As we launch this year’s campaign to support pubs and bars, we are excited to also be introducing the new Tyrrells British Beef & Ale flavour, which was created with pubs in mind.

“We are incredibly proud to be supporting the LTC for a second year. As a brand, we are committed to supporting further recovery of pubs and bars after such difficult times. We are eager to see pubs get fully back on their feet and are thrilled to be able to contribute to the valuable work of the LTC.”

Commenting on the partnership, Paula Smith, Head of Marketing, LTC said: “We’re so pleased to be collaborating with Tyrrells on this campaign and for the valuable funds to help pub people all over the UK”.

Taste and quality is at the heart of the Tyrrells offering and its authentic English heritage attracts consumers all over the UK, and internationally too. With a £55.4m RSV and growing at +10.2%[3], Tyrrells products are currently purchased by over 5.5m households, with its main shoppers falling within the 45yr+ ABC1 category.[4] It is the UK’s No.1 vegetable crisp brand and the No.2 hand cooked crisp and has 86 Great Taste Awards across its portfolio.


[1] Kantar OOH Panel 52 w/e 27 December 2020 – Pubs and Bars

[2]  Nielsen Scantrack Tot Covg, Value sales MAT 18.04.2020

[3]  Nielsen Scantrack 17.07.2021

[4] Kantar WPO 14.06.20

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