British crisp brand Tyrrells has announced the acquisition of Aroma Snacks, one of Germany’s largest organic crisp producers and the company behind Lisa’s Hand-Cooked Chips.
Tyrrells told PV ‘this is a testament to our growing European reach and increasing organic expertise.’
The announcement comes just nine months after the acquisition of Aussie firm Yarra Valley Snack Foods, in August 2015 and it increases the number of Tyrrells manufacturing sites to five, concentrating on hand-cooked potato crisps, vegetable crisps, premium popcorn and organic crisps and snacks.
Germany is now the company’s largest European market, followed by France, where Tyrrells claims to be ‘the number-one premium crisp brand’. The German organic market is the second biggest in the world after the US.
‘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’, Tyrrells said.
‘We’re delighted to increase our capabilities in Europe as well as to boost our organic expertise with this acquisition’, Tyrrells CEO David Milner said. ‘We’re now in an excellent position to ensure we continue to meet growing demand for Tyrrells in continental Europe.
Jochen Krumm, the Aroma Snacks MD concurred: ‘I’m 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.’
