Tayto Snacks – Ireland’s largest snack food manufacturer that is wholly owned by German group Intersnack – said the name change was a ‘homage to the strength, longevity and recognition’ of its flagship brand.
Today, the term ‘Tayto’ is often used by many Irish consumers as a metonym for crisps.
The business also owns the King crisps (potato chips), Perri and KP snack brands, as well as Hula Hoops, Hunky Dorys and Skips.
Its 80,000 sq. ft manufacturing facility in Ashbourne, County Meath produces over two million products weekly, which are sold throughout Ireland, the UK, Europe, Australia and the Middle East.
Progressive and passionate
“The decision to rename the company Tayto Snacks came naturally from conversations we were having about business transformation,” said Jeff Swan, MD of Tatyo Snacks.
“Although our brands have considerable heritage, we are progressive and passionate about what we do and we want to constantly improve how we create great savoury snacks for our customers.
“Our new name, Tayto Snacks, better associates ourselves with the category we love, and our most loved, respected and recognised brand.”
Tayto Snacks – not to be confused with Northern Ireland snack maker Tayto Group – had its beginnings in 1983 when potato farmer Raymond Coyle, who was supplying the main crisp manufacturers in Ireland, turned his attention to establish his own snack company, Largo Foods.
The company acquired the Largo Crisp Company in 2006 for €62.3m ($70.5m) from Irish drinks company C&C.
In 2007, Intersnack invested €15m ($16.9m) in Largo Foods and took a minority shareholding position.
The following year, the company’s mascot Mr Tayto entered the Irish General Election as a fake election candidate and made a big impact.
Today, the company employs almost 400 staff and indirectly supports a number of industries and jobs across Ireland.
It sources almost 30,000 tons of potatoes annually from Irish farms based in Co. Meath, Dublin, Louth and Wexford, which equates to approximately 10% of the nation’s annual potato crop.