Tyrrells forays into ‘permissible indulgence’ with apple crisps

By Kacey Culliney

- Last updated on GMT

Tyrrells' new apple crisp line is not being positioned as a 'healthy snack', but rather a premium tasty one
Tyrrells' new apple crisp line is not being positioned as a 'healthy snack', but rather a premium tasty one

Related tags Apple

UK-based Tyrrells has expanded its premium, hand-cooked chip portfolio with the launch of two apple varieties – taking the brand into permissible indulgence territory, its marketing manager says.

The UK chip firm – that generates 25% of its turnover in international markets – has developed the ‘Proudly Plain’ and ‘Smashingly Cinnamony’ 30g varieties using Red Delicious apples.

The apple crisps have been launched in the UK and internationally – particularly targeting European countries like France, Germany, Sweden, Italy and Spain.

Cath White, senior marketing manager for Tyrrells, said the latest new product development (NPD) is an example of how the company is stretching its portfolio well.

“The apple crisps range is the latest foray into slightly more permissible indulgence,”​ she told BakeryandSnacks.com.

“We have pork crackling at one end of the scale and now apple crisps at the other.”

The saturated fat levels in the apple crisps are lower than other sweet treats like chocolate bars or muffins, White said, containing around 2% of the daily saturated fat allowance per 30g bag.

Plugging a market gap

Despite this, she said Tyrrells is not positioning the product as a ‘healthy snack’, but rather a premium, tasty one because this is where the market gap is.

“We’ve looked at this category to look at where we can premiumize, and the gap for us is a fruit crisp that actually tastes great, rather than whole heartedly going down the health route,”​ she said.

Fruit crisps are not new to market and the segment is set to grow in value terms according to Euromonitor, but the sector remains nascent and up against the impulsive snacker.

Back in 2007 snack titan Frito-Lay launched Flat Earth​ – a fruit and veg chip brand – but it has since discontinued the brand.

On the UK market, small start-up Nim’s Fruit Crisps launched a line last year​ and in the US Brothers-All-Natural has a freeze-dried line available online.

Tyrrells beyond apples?

Tyrrells chose the apple fruit for its robustness, White said. The whole apples (skin and pips included) are used to make the snack which is cooked using a more delicate process compared to the frying of its potato or vegetable chips.

A cinnamon seasoning was chosen as it complements the apples extremely well, she said. “We tasted a whole load of different options, some of which are up our sleeve to launch next year.”

Apple is not the end of the portfolio expansion for Tyrrells, White revealed. The team has got “lots up its sleeve”​ in terms of flavor variations for the apple crisps and use of other fruits.

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