How about a pint of lukewarm beer to go with your Worcestershire sauce and sun-dried tomato chips?
Tyrrells English Chips is invading the United States marketplace and using Fairfield County as its home base. Tyrrells”™ strategy? Slowly introducing the peculiar British taste into the American marketplace.
Since launching the brand in the U.S. a year ago, the company is on track to pull in $4 million this year. By the end of 2013, the company hopes to have made double, said Neil Turpin, Green Seed Group L.L.C. managing partner, who is leading Tyrrells”™ sales and market strategy.
“The potato chip market is the United States is worth nearly $3.8 billion,” Turpin said. “It”™s a very exciting market to enter.”
Based in Westport, Green Seed Group has helped more than 50 foreign brands seed, incubate and grow in the U.S. since the company formed four years ago.
Bringing a foreign brand abroad is no easy feat, said Turpin, who also is a British expatriate. In the United Kingdom, companies mainly distribute through a few big customers, but in the U.S. there are multiple distribution channels, such as the natural or special food channels, that a company can consider.
This month Tyrrells began selling at Fairway Market in Stamford and other locations operated by the New York-based chain, and next month the chips will be sold at Duane Reade pharmacies. But for the most part, the brand has chosen the natural and special food distribution routes that sell mostly to affluent customers looking for interesting varieties. For a 5.3-ounce package, the chips cost $3.99. Turpin said he advises foreign companies to start distributing in small batches to make sure there are strong sales before expanding.
Although the company isn”™t offering its most intensely British varieties just yet ”“ such as Ludlow Sausage & Mustard, or Honey Roast Ham & Cranberry ”“ there are seven flavors currently available:
Ӣ Lightly Sea Salted;
Ӣ Sea Salt & Cider Vinegar;
Ӣ Mature Cheddar & Chives;
Ӣ Sweet Chili & Red Pepper;
Ӣ Sea Salt & Cracked Black Pepper;
Ӣ Worcestershire Sauce & Sundried Tomato; and
Ӣ Beetroot, Parsnip & Carrots.
Turpin said the company has been easing into its offbeat flavors by offering varieties that are mainstream but with a twist; instead of sea salt and vinegar, it”™s sea salt and cider vinegar.
At many of its sales locations, the chips have been selling out, which leads to one of the main challenges in selling a product abroad ”“ importing. All the company”™s potatoes are from 10 family farms in West England and after the chips are made, they spend 10 days at sea traveling to a New Jersey distribution warehouse. For Tyrrells, the struggle is to bring in a fresh product, keep up with demand and continue to slowly build its customer base.
“Small brands that offer something unique can be successful in a tough market,” Turpin said. “The way to be successful is to give consumers something different and that”™s what they”™re doing.”
