US’ Amplify acquires popular Australian-sold Tyrell’s Crisps

Posted by AFN Staff Writers on 10th August 2016

US snack giant, Amplify, has acquired chip manufacturer, Tyrell’s.

Amplify acquired Tyrell’s for £300 million pounds.

Amplify is listed on the US stock exchange and is estimated to be worth US $1 billion. It is best known in the United States for its ‘SkinnyPop’ popcorn. It also owns US-sold gourmet tortilla chips brand, Paqui.

Tyrell’s has been owned by Bahrain-based luxury brand company Investcorp since 2013.

Tyrell’s to expand Amplify’s international presence

President and Chief Executive Officer of Amplify, Tom Ennis, said the company was established with the intent of becoming a leader in the ‘better-for-you’ snacks category and that Tyrrells fits well into its portfolio of brands.

“Tyrrells represents a highly strategic, rapidly growing and sizeable acquisition for Amplify and greatly expands our snacking categories and international presence,” Ennis said.

Tyrell’s was established in 2002 by farmer and entrepreneur, William Chase. Since then, the company has exported its chips to different parts of Europe and the US. It first entered Australian supermarkets in 2014 through an exclusive supply deal with Coles.

In August 2015, Tyrell’s acquired Australian snack brand, Yarra Valley Snack Foods, the producer of Thomas Chipman Organic Chips and other snacks.

At the beginning of 2016, Tyrell’s began manufacturing its chips at a factory in the Victorian Yarra Valley. It is the first time Tyrell’s Crisps are have been made outside the UK.