UK crisp maker Tyrrells has entered a new segment in its domestic market with the launch of a tortilla chips range.

TorTyrrells Tortillas will be available in 175g bags in three variants: Glastonbury Cheddar & Caramelised Onion, Rather Hot English Chilli and Somerset Sour Cream. All will have an RRP of GBP1.99 (US$3.18).

The range uses a Mexican tortilla recipe with the addition of English chives and seasonings.

Tyrrells said it aims to create “a significant premium segment” in the tortilla chip market through the launch.

“We’re really excited about entering this segment of the market,” said Tyrrells marketing director Oliver Rudgard. “TorTyrrells Tortillas is a premium and distinctive English take on a classic Mexican Tortilla. We are confident that this latest innovation will appeal to discerning consumers who are looking for a more special Tortilla chip to accompany a wide variety of dips.”

The launch will be supported in-store by hemed point of sale material in addition to “eccentrically-themed” PR and digital activity.

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By GlobalData

This article was originally published on 2 April. It has been re-published due to a hardware failure that affected the site between 18:00 and 21:30 that day. All original articles are currently unavailable but we are working to fix the problem.