FDBusiness.com

The Intersnack Group, one of the leading manufacturers of savoury snacks in Europe, has reached agreement for its KP Snacks business to acquire Tyrrells and its global portfolio of better-for-you, premium snack brands from US-based The Hershey Company for an undisclosed sum. The Tyrrells business includes a head office and two manufacturing sites in the UK, along with US manufacturing capabilities, the Aroma Snacks business in Germany and Yarra Valley Snack Foods in Australia.

KP Snacks is the UK’s number one manufacturer of nuts and number two manufacturer of bagged snacks. It produces some of Britain’s most iconic snack brands including McCoy’s, Hula Hoops, Butterkist, KP Nuts, POM-BEAR, Skips, Space Raiders, Discos, Nik Naks, Wheat Crunchies, Roysters, Brannigans and Frisps.

Mark Thorpe, chief executiv of KP Snacks, says: “Tyrrells is an iconic brand with a big personality that has performed well both in the UK and international markets. Subject to completion of the deal, we look forward to welcoming our new Tyrrells colleagues into the business. This acquisition is a fantastic opportunity for us to add premium hand-cooked crisps to the KP business and a brand which further increases our capability in the sharing category. We can now offer our consumers and customers a total savoury snacking category portfolio. I am delighted that Tyrrells will be joining us to help maintain our momentum as the UK’s fastest growing scale snacks manufacturer and also enable us to continue to grow the brand across the international markets.”

Maarten Leerdam, executive chairman of Intersnack Group, says: “The Intersnack Board is delighted about this opportunity. It is an excellent strategic fit which not only strengthens our market coverage in the UK and France with the Tyrrells brand but also adds Aroma Snacks in Germany and their promising brand Lisa organic potato chips. Last but not least we extend our international footprint towards Australia via Yarra Valley Snacks with Tyrrells and the local better-for-you brands Thomas Chipman and Wholesome.”

Malcolm Burns, managing director of Tyrrells International, says: “We are delighted that Tyrrells will be joining the KP Snacks family.  I am incredibly proud of everything the Tyrrells team has achieved, starting in our farmhouse kitchen 16 years ago to become a brand loved internationally across more than 40 countries.  We bring our award winning capabilities in hand cooked crisps and popcorn to join with the UK’s fastest growing scale snacks manufacturer.  KP Snacks offers a great long term home for Tyrrells, Aroma and YVSF, providing a stable platform for growth over the coming years.  Together, we will be able to offer our consumers and customers a total savoury snacking category portfolio.”

The transaction is subject to approval by the regulatory authorities, upon which the Intersnack, KP and Tyrrells teams will work closely to ensure a seamless transition for customers, consumers and colleagues. It will be business as usual in the intervening period.