Food brand TAGS hungry to steal big boys’ lunch
ENTREPRENEUR John Tague is taking on the big boys with a new crisp brand.
Mr Tague, a former Disney executive and previously managing director of Seabrook Crisps, has created TAGS Tasty Crisps.
Based in Liverpool TAGS is a true family enterprise with wide Clare and their four children all involved in some way with the business.
The new product is available in three flavours and in two sizes. The premium offering is 125g and comes in malt vinegar & sea salt, sweet chilli and mature cheddar & red onion flavours, while the more standard classic crisp flavours of salt & vinegar, ready salted and cheese & onion are sold in 25g packs which come in multipacks of six and already have a listing in retailer Poundland.
TAGS, which was John Tague’s childhood nickname, will launch further products in the coming months. Mr Tague is not a newcomer to the snack sector, at Seabrook he helped grow sales from £11m to £30m.
He said: “We have created a unique new brand to challenge the more established brands in the market. Our branding is deliberately aimed at capturing both today’s and tomorrow’s consumers.
“Our crisps are produced using the finest ingredients to ensure you always experience products that are bursting with great flavour and taste.
“The products we have launched so far are only the start of our journey as a family business. Over the coming months we intend to introduce further flavours and also extend into other snack products.”
Among TAGS fans are former England footballer and now TV pundit Gary Neville who tweeted that they are his “favourite crisps”.
As well as Poundland TAGS has a listing at B&M stores and Mr Tague is talking with a number of the multiples about further listings. The goal is to expand the range and claim a 10% share of the £2.5bn crisp market within 10 years.
“I don’t underestimate the challenge but believe this is achievable,” he said. “Our focus is on quality, and I think some retailers will welcome a new mainstream range outside the big players.”
Prior to joining Seabrook Crisps, John Tague was sales and marketing Director (UK) for the Walt Disney Company. In 2004, he and his wife Clare also purchased and launched the highly acclaimed ‘Pod’, a bar restaurant in Allerton Road, Liverpool.
