Tyrrells’ Jane Jones on the crisp brand’s cracking collaboration with Wallace & Gromit

Hi Jane. First off, can you give us a snapshot history on the Tyrrells brand and your role with the brand?
Founded in 2002, Tyrrells was founded in Herefordshire, England with a commitment to producing English hand-cooked crisps from locally sourced potatoes. Over the years, Tyrrells has grown into a leading premium snack brand known for is unique flavours and high-quality ingredients.

My role within Tyrrells as Marketing Manager is to lead the development of its distinctive character and identity. This includes brand strategy, product innovation and design, as well as collaborations – such as our recent partnership with Aardman’s Wallace & Gromit.

How would you describe Tyrrell’s brand personality? And how do you stay true to this within a competitive market?
Tyrrells is quintessentially British – full of character, charm and a good amount of humour. The brand embraces its rural roots and English eccentricity, which is reflected in everything from our product names and packaging design to our campaigns. The key to maintaining this identity in a competitive market is to stay true to these core values, while continuing to innovate and surprise our customers with new flavours, partnerships and promotions that feel authentic to the brand.

You mention the brand’s distinct design style. Can you tell us a bit more about how this was established?
Tyrrells’ design style is rooted in a nostalgic aesthetic with a modern British twist. The packaging often features black-and-white historical photography with a colourful, humorous overlay. This unique style was established to differentiate Tyrrells from other snack brands and to reinforce its quirky and playful brand personality.

The design works well because it captures attention on the shelf and evokes a sense of curiosity and nostalgia. It invites consumers to engage with the brand story and aligns perfectly with our emphasis on British heritage and humour.

You recently developed a limited-edition flavour and pack featuring Wallace & Gromit for the Co-op. Can you talk us through this and the motivation behind this development?
Our Wensleydale & Cranberry flavour featuring Wallace & Gromit was a natural fit, given the shared values of British provenance, humour, and entertainment. The collaboration aims to bring a sense of fun and excitement to the Tyrrells brand – while leveraging the popularity and nostalgic appeal of Wallace & Gromit.

Our motivation behind this development was to create a unique offering that would appeal to both new and existing customers, especially those who appreciate the imaginative nature of Wallace & Gromit and the quality of Tyrrells crisps. It’s exclusive to Co-op, provides a point of differentiation and encourages trial – especially among light buyers who may be drawn to the novelty of the collaboration.

How has it been received?
The collaboration has been well-received. The limited-edition flavour and packaging have garnered positive feedback from both consumers and retailers. It has helped us to increase visibility and attract new customers to the Tyrrells portfolio. The partnership also aligns with our strategy of engaging consumers through unique and memorable experiences that differentiate us from other brands.

Reflecting on the distinctiveness of the Tyrrell’s brand, how did you make sure you kept that identity when working with another IP?
When working with Aardman, it was crucial to maintain the distinctiveness of the Tyrrells brand while honouring the heritage of Wallace & Gromit. We achieved a design balance by blending the iconic Tyrrells aesthetic with the beloved characters and humour of Wallace & Gromit. The key was to find common ground in our shared Britishness and sense of humour, which allowed for an authentic collaboration that felt true to both brands.

Thinking of the wider snacks market, are there trends you’re seeing that could be valuable for our audience to know about?
The snacks market is increasingly influenced by trends such as health and wellness, and sustainability. Consumers are looking for products that are not only delicious but also made with natural ingredients and have a story or purpose behind them. There is a growing demand for brands to move towards more sustainable practices, such as our We Tread Lightly strategy – which is committed to protecting both people and the planet for generations to come.

Tyrrells is part of the KP Snacks portfolio – and KP Snacks has been involved in The Hundred cricket tournament. How has that worked for the brands?
KP Snacks’ sponsorship of The Hundred cricket tournament has provided a platform to engage with a diverse and broad audience in a dynamic and entertaining environment. For Tyrrells and other brands in the portfolio, this sponsorship offers an opportunity to build brand awareness, create meaningful connections with consumers, and drive sales through on pack offers and promotional activities. It also forms part of our Everyone In campaign, which aims to encourage more families to get active through the sport.

Finally, if you had a magic wand, what flavour would you create for Tyrrells? And what is your favourite flavour in the current portfolio?
If I had a magic wand, I would create a flavour that combines quintessentially British tastes with a modern twist – such as Roasted Chicken & Sage which has just been launched in Sainsbury’s & Waitrose.

My current favourite flavour in the portfolio is Sweet Chilli & Red Pepper, because I love the sweetness from the pepper and the heat that builds from the chilli.

Good answer! Thanks again.