UK: Tyrrells raises crisp quality with £2M automation spend

Tyrrells has completed a £2M capital investment at its factory at Leominster in Hertfordshire – a move designed to improve the quality of its vegetable crisps and drive growth in the category. The investment has increased the level of automation during manufacture, which will reduce the amount of manual handling or number of ‘touchpoints’, resulting in less breakage of the crisps and bigger, whole pieces of vegetable crisp in the packs, said a Tyrrells spokeswoman. The crisps are now about 40–50% larger than those previously made, she added. To take maximum marketing advantage of this invest, Tyrrells is offering consumers an on-pack money back guarantee if they are not satisfied with the products. This will run from September 2017 until March 2018. “This investment is indicative of our commitment to product quality at Tyrrells,” said the company’s marketing director Adam Draper. More