John Tague, founder of the crisp brand Tags, told FoodManufacture.co.uk in this exclusive video that brand variety in the category didn’t reflect that of others, such as confectionery.
The likes of Walkers held 56% of the £3.3bn crisp market, according to data from the market research firm Mintel in 2013, which was too much for one brand, said Tague.
‘David and Goliath’
“It’s a difficult market, like David and Goliath almost, but we believe in our branding and our product quality and our mission statement to deliver great quality products at value for money for the consumer,” said Tague.
“History tells you that big brands will be there forever, but there is a different consumer that comes into the categories that always looks for something different.”
To hear how Tague, former md of Seabrook crisps, is planning to take 10% of the UK’s bagged snacks market within 10 years, watch this video.
Meanwhile, read an exclusive interview with Tague in the July issue of Food Manufacture by subscribing.