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Tyrrells Potato Crisps acquires German organic food manufacturer Aroma Snacks

FBR Staff Writer Published 17 May 2016

UK-based snacks manufacturer Tyrrells Potato Crisps has acquired German organic food manufacturer Aroma Snacks for an undisclosed sum.


The deal marks 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.

With this acquisition, Tyrrells has secured a manufacturing platform through which it can base out its sales in Germany and Europe and also build its organic capacities, startups.co.uk reported.

Hertfordshire-based Tyrrells exports a wide range of snacks to over 37 countries across the globe. The company's second biggest global export market is Germany, followed by France and Switzerland.

To overcome the problems in transporting the fragile snacks, the company plans to have cooking kitchens in locations where the demand for its products is high, reported The Telegraph.

It mainly targets the premium end of the crisp market with "hand cooked" gourmet flavours.

Tyrrells CEO David Milner was quoted by startups.co.uk as saying: "[We are] now in an excellent position to ensure we continue to meet growing demand for Tyrrells in continental Europe."

Aroma Snacks managing director Jochen Krumm said: "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."

The acquisition will take the number of global manufacturing facilities possessed by Tyrrells to five.

Besides, Aroma will provide Tyrrells with an in-country sales force and relationships with key retail customers.

Tyrrells' plans also include import of Lisa's Hand-Cooked Chips, which include continental flavours such as Swiss herbs and rosemary, into the UK.

Image: Tyrrells Potato Crisps acquires German organic food manufacturer. Photo: Courtesy of Keerati/FreeDigitalPhotos.net.