Herefordshire-based crisp brand Tyrrells has extended its range of multipack formats in a bid to gain a larger share of the adult packed lunch market.
The brand has made its most popular flavours available in six-count multipacks of 25g bags. New to the range is a sea salt and cider vinegar multipack, now on-shelf in Sainsbury’s with a recommended retail price of £1.80.
Relaunching this month in newly re-branded packs are the mixed bag multipack – containing mature cheddar and chive, lightly salted and sea salt and cider vinegar crisp varieties – as well as a lightly sea salted multipack.
The producer hopes that the move will allow it to more effectively target at-work occasions within the adult packed lunch segment.
Tyrrells marketing director Jocelyn McNulty said: “Packed lunches have become much more premium in recent years, with more and more foodie consumers choosing to make delicious gourmet lunches at home and bring them into work. Crisps remain an important part of the packed lunch, acting as the perfect partner with sandwiches and salads, so we wanted to offer our customers the opportunity to keep that special premium feeling right through to their choice of accompaniment.”
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