Nostalgically new

Tyrells has given a new look to packs for its crisps range for the first time since 2010.

The new packs play on nostalgia with black and white photos and feature larger, bolder type.

Tyrell's copy
Tyrells says consumer feedback on the new design has suggested it provides a stronger link to fun and and an eccentric personality, which it says is fundamental to its crisps brand.

Marketing director Jocelyn McNulty said: “We saw a significant increase in purchase intent when new packs were researched against our existing design and competitors.”

McNulty said Tyrells crisps have recorded 30% year-on-year growth, reflecting consumer demand for hand-cooked crisps.

She said the crisps pack redesign follows the recent rebranding of the Tyrells popcorn brand as Poshcorn, which is growing ahead of the category at 55% year on year.