UK snack group Tyrrells wants to grow its business in Australia and Asia and is investing in ramping up production at its Yarra Valley Snack Foods unit.

Tyrrells is set to create 120 new jobs in Melbourne’s outer east as part of an A$7m (US$5.2m) investment in Lilydate business Yarra Valley. A spokesperson for the company told just-food that Yarrra worked with the state government of Victoria to secure the manufacturing investment. “There is a subsidy from the Victorian government to help Tyrells expand its operation but the amount is not in the public domain,” the spokesperson explained.

“The aim of this expansion is to provide a base to expand the premium chip market across Australia and into Asia,” the spokesperson continued.

Tyrrells initially plans to process an additional 4,000 tonnes of local potatoes at the facility.

Tyrrells launched its branded potato crisps in the Australian market in April 2015, when it secured listings with Coles supermarkets. Tyrrells acquired Australian organic snack maker Yarra Valley last summer. At the time, Tyrrells said the Yarra acquisition would provide a local manufacturing base for its products.

Tyrrells has grown to become one of the UK’s most recognisable snack food brands, producing crisps, popcorn, rice crackers and tortillas using locally-sourced ingredients.

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The company exports to more than 37 countries, and its overseas division is the fastest growing segment of the business. It’s also becoming an increasingly important part of the company, with 45% of Tyrrells’ estimated GBP240m (US$310.7m) of annual sales this year being generated outside the UK.

The Australian Minister for Industry and Employment Wade Noonan welcomed Tyrrells decision to invest in the Victoria-based Yarra Valley food processing company, which will also continue to make its own line of snacks. “The Andrews labour government is working with companies like Tyrrells to bring in investment that create jobs across Melbourne and regional Victoria,” he said.

Daniel Mulino, Member for Eastern Victoria was pleased by Tyrrell’s investment in the region. “This is fantastic news that will bring economic opportunities and more jobs to the Yarra Valley,” he said.

For more detailed discussion of Tyrrells’ plans to grow, check out just-food’s interview with CEO David Milner.

Additional reporting by Katy Askew.