Crisp maker Tyrrells acquires German company Aroma Snacks

The acquisition is a testament to Tyrrells’ growing European reach and increasing organic expertise, the Herefordshire-based company claimed. 

The announcement comes just eight months after Tyrrells’ first step into international manufacturing with the acquisition of Australia’s leading organic snacks company Yarra Valley Snack Foods in August 2015. It increases the number of Tyrrells manufacturing sites to five globally, with centres of excellence in hand-cooked potato crisps, vegetable crisps, premium popcorn and organic crisps and snacks across the world.   Germany is now the company’s largest European market, followed by France, where Tyrrells said it is the number one premium crisp brand. The German organic market is the second biggest in the world after the US, followed by France and UK.  

Despite this global expansion, Tyrrells remains resolutely based at Tyrrells Court Farm in Herefordshire, from which it exports to over 37 countries. With brand value set to reach £230m this year, this global success has been underpinned by success at home, with AC Nielsen reporting that Tyrrells value sales in the UK rose by 17% in FY16. The acquisition of Aroma Snacks will provide Tyrrells with a manufacturing platform to build on its success in Germany, support accelerated sales across Europe and build its organic capabilities, the company added.  

Tyrrells CEO David Milner commented on the acquisition: “We are delighted to increase our capabilities in Europe as well as to boost our organic expertise with this acquisition. Tyrrells is now in an excellent position to ensure we continue to meet growing demand for Tyrrells in continental Europe.” And Jochen Krumm, who remains Managing Director of Aroma Snacks, added, “I am delighted to be working with Tyrrells and look forward to realizing our combined growth potential. We are very excited about the opportunities that this acquisition presents both nationally and internationally.”