Tyrrells to take on Doritos with launch of TorTyrrells
By John Reynolds, marketingmagazine.co.uk, Monday, 02 April 2012 11:28AM
Tyrrells is to take on Doritos with the launch of a range of premium tortilla chips called TorTyrells.
TorTyrells: challenges Doritos' domninance
The range will be sold in three flavours – Glastonbury Cheddar & Caramilised Onion; Rather Hot English Chilli, and Somerset Sour Cream. Each will be sold in 175g packs, priced at £1.99.
In keeping with Tyrrells' other brands, TorTyrrells will be marketed with a particularly English, quirky twist.
They will be rolled out this month.
Tyrrells is in the midst of trying to secure listings at major supermarkets.
TorTyrells – which mark Tyrrells' major launch of 2011 – will be supported by a mix of marketing, including experiential, social media and on-pack promotion.
If the launch of the 175g packs is successful, the brand will be extended into smaller individual packs.
Tyrrells has previously extended its core crisp range into popcorn.
The tortilla chips market is currently dominated by Doritos.
United Biscuits also had a presence in the market with a number of premium lines, which have been subsequently delisted.
Follow John Reynolds on Twitter @johnreynolds10
This article was first published on marketingmagazine.co.uk
Additional Information
Campaign Jobs
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Digital Executive Spotlight Recruitment £26000 - £28000 per annum + excellent benefits, West End
- Junior Account Manager, London, up to £26,000 Blue Skies Marketing Recruitment GBP23000 - GBP25000 per annum, London
- Account Executive, London, up to £23,000 Blue Skies Marketing Recruitment GBP20000 - GBP21000 per annum, London
Most viewed
Most commented
-
The console is dead: The Socialisation of Gaming
The games console as we know it is dead. When Microsoft unveiled the Xbox One earlier this week, it was clear that this was more than a device that would enable you to play Call of Duty or FIFA – this was, in Microsoft’s own words, “an all-in-one home entertainment system”.
