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product news: Tyrrells revamps Furrows range

John Wood ·

Tyrrells, the premium hand-cooked English crisp brand, has unveiled its renovated Furrows range.

A pack re-design celebrating characterful ‘Men of the Land’ has been introduced alongside a new flavour – Aberdeen Angus beef & English mustard.

Launched in 2010, the Furrows range originally drew its inspiration from the furrowed fields of Herefordshire, where Tyrrells source their potatoes.

With a largely male following, Tyrrells focused the re-brand around real men of the land – proudly holding furrowed crisps. The idea and design play into the Tyrrells heartland of provenance and locally sourced potatoes.

Sarah Lawson, marketing manager for Tyrrells Potato Crisps, said: “Furrows are a unique part of our hand-cooked potato crisp range. The thick cut ridges offer an extra crunch and a stronger hit of flavour. Although Furrows are popular across both genders, research has shown our main consumers are men. We re-designed our packs with ‘real men of the land’ to further appeal to our target consumer and reflect the qualities of the crisps inside.”

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