Hand-cooked crisp brand Tyrrells has launched a new range of sweet potato crisps in a bid to establish a position for itself in a new crisp category.
Designed to tap into growing consumer interest in sweet potatoes, the new snacks are “as tasty as crisps and as exotic as vegetable crisps” with a range of flavours that capture the best of both worlds, Tyrrells said. Lightly seasoned and free from artificial ingredients, the range is available in three flavours: lightly sea salted, coconut and lime, plus sweet chilli.
Hand-cooked in small batches, the My Sweet Potato range will be available from March in supermarket Waitrose and independent retailers with a recommended retail price of £2.49 for a 125g sharing bag, or £0.85 for a 35g on-the-go pack.
Jocelyn McNulty, Tyrrells Marketing Director, commented: “We are really excited about this new launch. We see that consumers love for sweet potato-based products continues to strengthen and therefore a dedicated sweet potato range was an obvious next step for us. Flavour and naturalness are so important to the brand and we see this range sitting in its own space, between crisps and vegetable crisps.
“Offering consumers a flavoursome treat, we created the My Sweet Potato range with the typical Tyrrells quirkiness and honed in on the nation’s new love affair with the orange tuber, making it perfect for couples’ sofa time or even just something different at lunchtime to snaffle all to yourself.”
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