Armagh-based Tayto Group has secured a deal with a supermarket giant to list three additional lines of crisps, including two new products, in 50 of the retailer’s stores across Scotland.

The new lines will include Golden Wonder 75^th Anniversary Crisps, Golden Wonder Ringos Puffs Barbeque and Sweet Chilli.

Founded in 1956, the Tandragee business has grown to be a major supplier of retailer-brand snacks including Asda, which it has been supplying for more than 20 years.

Employing more than 1,600 people across six sites, including almost 200 in Northern Ireland, the group also owns several brands including Golden Wonder, Mr Porky, and the iconic Tayto.

Matt Smith, Golden Wonder’s marketing director, said: “Asda’s local sourcing strategy, that tailors its range for the Scottish market, has provided this opportunity to share Golden Wonder’s 75^th celebrations with Asda shoppers in our Scottish heartland.”

Cathy Elliott, Asda’s buying manager for NI Local, added: “The commitment of Tayto in celebrating the 75^th anniversary of Golden Wonder with nostalgic flavours is something we are very excited to be able to offer our Asda shoppers in Scotland.”

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Rolling out from this month, the new and improved vegetable crisps are crunchier and more vibrant in colour, delivering an even better ‘Tyrrellbly Tyrrellbly Tasty’ experience.

Tyrrells, which sources the freshest, highest quality vegetables, has invested in new technology, including vertical ovens, to fry, dry and spin its Veg Crisps to perfection. Hand-cooked and lightly seasoned, Tyrrells Veg Crisps offer shoppers a delicious alternative to potato crisps.

Already the number one vegetable crisp, with a 43% share of the total category, Tyrrells is on a mission to deliver the ‘best ever vegetable crisp’, offering a premium snacking experience to make social events more delicious.

Available in three tasty SKUs Veg Crisps with Sea Salt, Veg Crisps with Balsamic Vinegar & Sea Salt and Sweet Potato Crisps with Sea Salt, Tyrrells Veg Crisps deliver a deliciously crunchy and flavourful snacking experience.

Dan Winslet, Global Tyrrells Marketing Controller, says: “The Tyrrells brand is synonymous with delicious flavours and excellent quality, and we are delighted to be launching our best ever Tyrrells Veg Crisps in line with our commitment to deliver the tastiest premium snacks.

“As the category leader, our Veg Crisps are critical for driving sales, with vegetable crisp shoppers spending more than the average CSN shopper and also purchasing more frequently.”

Worth £57M RSV and growing +3% MAT in the UK, Tyrrells products are currently purchased by over 6m households with its main shoppers falling within the 45yr+ ABC1 category. The brand has a 13.1% share of Premium Crisps and Snacks with value sales growing in the sharing segment. With an impressive 91 Great Taste Awards across the range, Tyrrells is the perfect brand to cater for those memorable sharing occasions.

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Rolling out this month, the new packaging will save 113 tonnes of plastic per year.

This latest packaging reduction reflects KP Snacks’ broader commitment to sustainable packaging, a key pillar of its ‘Taste for Good’ responsible business plan, and follows a 410-tonne plastic packaging reduction across KP Snacks brands in 2021.

The new Tyrrells packs will appeal to increasingly environmentally-conscious consumers, with Tyrrells shoppers identifying plastic waste as their top concern. Consumers will be made aware of the reduction through a flash on pack, featuring the message, “We’re taking action with 25% less packaging.”

Dan Winslet, Global Tyrrells Marketing Controller, says: “The new packaging reduction is key to the Tyrrells brand, and we are delighted to be championing not only great taste and quality but also sustainability.

“We know that protecting the environment is a top priority, motivating purchasing decisions and we’re glad to be supporting both shoppers and our retail partners by slashing our plastic usage.”

Nicola Robinson, Head of Sustainability said: “As a category leader, KP Snacks is dedicated to continuing to reduce plastic packaging as much as possible across our portfolio, while also focusing on supporting the development of recycling infrastructure in the UK.

“Last year, we joined the Flexible Plastic Fund, a cross-industry collaboration working towards a long-term vision of a circular economy for flexible plastics. This is an important step towards closing the loop on packaging materials as we seek to protect and preserve our environment.”

Worth £57M RSV and growing +3.1% MAT in the UK, Tyrrells products are currently purchased by over 5.9m households with its main shoppers falling within the 45yr+ ABC1 category.

The brand has a 13.5% share of Premium Crisps and Snacks with value sales growing in the sharing segment. With an impressive 90 Great Taste Awards across the range, Tyrrells is the perfect brand to cater for those special or informal sharing occasions.

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The newly reformulated Hula Hoops Puft range includes tasty Salt & Vinegar, Salted and Grilled Beef flavours and the Tyrrells reformulation has targeted the premium brand’s number one SKU.

Both the reformulated Tyrrells flavour and the non-HFSS Hula Hoops Puft range are rolling out into stores this month, with Tyrrells available as non-HFSS in sharing, multipack and single bag formats. The roll out of these non-HFSS products follows KP Snacks announcing its HFSS brand reformulation strategy earlier this year ahead of the introduction of new legislation in October.

The non-HFSS launches will be free from restrictions on location and promotion. Hula Hoops Puft and Tyrrells are perfectly positioned to support retailers in driving CSN sales as they adjust to the new regulations. Hula Hoops Puft is a consumer favourite, enjoying a loyal repeat rate of 60%, and Tyrrells is a popular hand cooked crisp brand with a 13.8% market share of the premium snacking category.

The launch of the non-HFSS Hula Hoops Puft range is paired with a bold new packaging refresh, bringing an eye-catching design to these delicious and permissible snacks. The roll-out of the newly reformulated Puft range will be supported by a +£1.5m media campaign running from June to drive consumer awareness of the range and boost sales for retailers.

Matt Collins, Trading Director at KP Snacks says, “We are delighted to be beginning the roll out of our non-HFSS products across our leading brands, with Tyrrells and Hula Hoops Puft just the latest. We are committed to supporting retailers as we approach the introduction of HFSS legislation in October and reformulating and launching tasty non-HFSS products is just one way we’re doing this.”

At under 75 calories per pack, Hula Hoops Puft is already one of the lowest calorie snacks in the market. Hula Hoops Puft is worth £10.7m and growing in value +11.4%. The Tyrrells brand is worth £57.3m and is growing in value at +6.6%. with an impressive 90 Great Taste Awards to the brand’s name.

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Tyrrells, popchips, Hula Hoops Puft, and Penn State are being reformulated, with non-HFSS products rolling out over the coming months.

For the premium and popular sharing brand, Tyrrells, the Lightly Sea Salted flavour which is the number one SKU in the range is being reformulated, and will be available as non-HFSS in both sharing, multipack and singles formats from May. This follows Tyrrells Mediterranean Herb being launched in January this year.

Popchips, the beacon brand in healthy snacking, will be reformulated across the entire range. This will be a phased roll-out with the full range reformulated ahead of October.

The range is worth £40m RSV and is growing in value at +32.5%. Growing ahead of the Healthier crisps and snacks category, popchips has contributed 58% of the growth in the segment.

The non-HFSS Hula Hoops Puft range, consisting of Beef, Salt and Salt & Vinegar flavours, will be rolled out by the end of June. At under 75 calories per pack, it is already one of the lowest calorie snacks in the market.

Popular Penn State flavour Sour Cream & Chive Pretzels will be non-HFSS by May, joining a new non-HFSS Roasted Chilli Pretzels variant which launches this month and offers a tasty and more permissible snack with a hint of spice.

At the same time, the snacks manufacturer will be focussing on building its KP brand, which is the number one brand in nuts, over four times bigger than the nearest branded competitor. KP is worth £83.8M RSV and is growing +7.3% YTD, ahead of the nuts segment at 2%. Nuts have been recognised for their natural credentials and are therefore excluded from the proposed legislation, offering a significant opportunity for growth.

By the time the new legislation is introduced, more than 100 SKUs and a quarter of the KP Snacks portfolio will be non-HFSS, making it one of the most comprehensive non-HFSS ranges available within the Crisps, Nuts and Snacks category. This broad range will be extremely important to retailers as it will be excluded from any promotion and location restrictions that the legislation stipulates.

Following extensive consumer testing, the reformulated products will still offer the same great tastes and bold flavours that KP Snacks is known for. The new range is set to deliver against KP Snacks’ mission of ‘something for everyone’, with brands and formats to meet all occasions. As the leader of category growth for the last seven years and No 1. branded nut manufacturer, KP Snacks will play a key role throughout the introduction of the HFSS legislation.

Andy Riddle, Sales Director, KP Snacks said: “At KP Snacks, we are here to help retailers navigate and adjust to the new legislation. We are ready to embrace the changes that the HFSS legislation will bring and will ensure that we work in partnership with our retailers to continue driving category growth.

“With an extensive programme of reformulation across our market leading portfolio and a focus on driving nuts growth, we are confident that our portfolio will continue to delight and excite consumers as well as driving retailer sales.

“At KP Snacks, we are passionate about doing the right thing by our consumers, by providing people with healthier options to enjoy as part of a balanced and healthy lifestyle. However we are equally committed to driving our taste brands which our consumers know and love, so will continue to offer shoppers choice with our leading brands such as McCoy’s and our Hula Hoops core range.”

As a part of its ‘Taste for Good’ commitment, KP Snacks has been working on improving the health credentials of its products for a number of years. As a result, 80% of KP Snacks’ product portfolio currently contains less than 4g of saturated fat per 100g, 69% of the portfolio contains less than 5g of sugar per 100g, and since the 2018 pledge, there has been a 2.72% salt reduction across the total range.

The company has also continued to remove artificial flavours, sweeteners and colours from all of its products. Consumers are also provided with the required knowledge and options to make informed decisions by highlighting attributes such as high in fibre, Gluten Free and good source of protein on the packs, and by adding colour coding to the nutritional intake labels.

Outside of offering healthier products, KP Snacks is also looking to inspire people to get active through a multi-year sponsorship of The Hundred, an action-packed, 100 ball cricket competition.

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