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Tyrrells announces plans to expand brand in APAC markets

FBR Staff Writer Published 28 June 2016

UK-based potato crisps producer Tyrrells has announced plans to expand its brand in the Australian and Asia-Pacific markets.

The investment comes less than a year after the company acquired Australian snack foods maker Yarra Valley Snack Foods.

The company will invest in Yarra Valley's plant in Melbourne, creating nearly 120 manufacturing jobs.

While Yarra Valley will continue to produce its own snack lines, Tyrrells will the new site as a base to grow its brand in the APAC region.

Tyrrells CEO David Milner said: "Quality is at the very heart of everything we do and we found that there was nowhere else able to match, in terms of what was available to us, the Yarra Valley region in Victoria.

"Victoria is a very straightforward place to do business and that helped inform the decision making process for us, having our headquarters on the other side of the globe."

The Victorian government said that it had worked closely with Tyrrells to facilitate its investment in Yarra Valley.

Victoria's minister for industry and employment, Wade Noonan said: "This investment will create 120 manufacturing jobs in Melbourne's outer east and also support Victorian farmers, with the company sourcing high-quality raw ingredients from the local region."

Based in Melbourne, Yarra Valley Snack Foods produces a wide range of natural, organic and gluten-free products including Thomas Chipman Organic Chips range.

Tyrrells produces hand cooked English crisps including potato crisps, vegetable crisps, furrows potato crisps, swanky vegetable crisps, and apple crisps; popcorn; nibbles; and tortillas.

In May, Tyrrells acquired German organic food manufacturer Aroma Snacks for an undisclosed sum.

The deal marked Tyrrells' second acquisition in nine months after the purchase of Yarra Valley Snack Foods in Australia, which is considered as the company's biggest export market.