Tyrrells Crisps takes a bite out of German snack food firm Aroma
UK crisp business' second acquisition in nine months will support a product roll-out across Germany and Europe and see it expand in the organic market
Tyrrells Potato Crisps, the UK-based hand-cooked crisp and snack business, has acquired family-run German organic food manufacturer Aroma Snacks GmbH & CO KG.
Founded in 2001, Hertfordshire-based Tyrrells exports its range of snacks to over 37 countries around the world and claims it is set to reach a sales value of £230m this year. Germany is the firm’s second biggest global export market, followed by France and Switzerland.
The deal marks Tyrrells’ second international acquisition in nine months after it purchased Yarra Valley Snack Foods in Australia – it’s first biggest export market – last August.
With the acquisition of Aroma Snacks, the UK firm secures a manufacturing platform from which it can build out its sales in Germany and Europe and build its organic capabilities.
David Milner, Tyrrells CEO, commented: “[We are] now in an excellent position to ensure we continue to meet growing demand for Tyrrells in continental Europe.”
Jochen Krumm, managing director of Aroma Snacks, added: “I am delighted to be working with Tyrrells and look forward to realising our combined growth potential. We are very excited about the opportunities that this acquisition presents both nationally and internationally.”