Tyrrells, the private-equity backed UK crisp maker, is set to launch a trio of "Great British" flavours next week, the company told just-food today (14 September).

The company, which is owned by private equity group Langholm Capital, plans to unveil the lines - Welsh Rarebit, Beef Wellington and Pork & Apple - on Saturday to coincide with the first day of British Food Fortnight, a campaign promoting food from the UK.

The three flavours, which will be sold in 40g and 150g bags, will go on sale for 12 months exclusively with Tyrrells' independent retail customers, marketing manager Cath Henley told just-food.

Henley said that, while Tyrrells knew British Food Fortnight was "on the horizon", the company had focused more on teaming up with its independent customers.

"We thought it would be nice to give them something that plays on a very strong theme," Henley said.

The UK crisp category, particularly in the pricier reaches of the industry, is witnessing fierce competition, with recent product launches from the likes of Walkers with Red Sky and United Biscuits with Phileas Fogg.

However, Henley insisted Tyrrells could compete by both focusing on its "core" flavours and its programme of new product development.

"People are looking for something a little bit different and by coming up with new flavours we are appealing to that trend," she said.