Fast-growing British crisp and snack maker Tyrrells has acquired Germany’s Aroma Snacks as part of its international expansion drive.
Based in the three corners region of Germany, close to the borders of Austria and Switzerland, family-run Aroma Snacks is one of Germany’s largest organic crisp producers and home to the Lisa’s Hand-Cooked Chips brand. Tyrrells said the acquisition will help grow its European reach and increase its organic expertise.
The announcement comes just nine months after Tyrrells’ first stepped into international manufacturing with the acquisition of Australia’s leading organic snacks company Yarra Valley Snack Foods in August 2015. The latest deal increases the number of Tyrrells manufacturing sites to five globally with international sales expected to represent 40% of the group’s turnover by the end of FY17.
Despite this global expansion, Tyrrells said it 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, its global development has been underpinned by success at home, with Nielsen reporting that Tyrrells value sales in the UK rose by 17% in FY16.
Germany is now the company’s largest European market, followed by France, where Tyrrells is the number one premium crisp brand. The German organic market is the second biggest in the world after the USA, followed by France and UK. The acquisition of Aroma Snacks is expected provide Tyrrells with a manufacturing platform to build on its success in Germany, support accelerated sales across Europe and build its organic capabilities.
Commenting on the acquisition David Milner, Tyrrells CEO, said: “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.”
Jochen Krumm, Managing Director of Aroma Snacks, added: “I am delighted to be working with Tyrrells and look forward to realising our combined growth potential. We are very excited about the opportunities that this acquisition presents both nationally and internationally.”