Crisp firm fires up the Dragons

CRISP company Tags Snack Foods is celebrating after securing support from Dragon’s Den stars Deborah Meaden and Peter Jones in its televised pitch.

The Liverpool-based company run by former Seabrook Crisps managing director John Tague is already selling products in Asda and Tesco with turnover expectation for 2017 at £2.2m.

Helped by Manchester-based marketing agency Cube3, the original  brief was to create a premium brand at a value price. Following the success of this initial phase, Cube3 was tasked with the development and launch of a further three ranges.

Once the groundwork for each of the four brands had been completed Tague put in his application for Dragon’s Den. But it wasn’t until a year later when he received the call inviting him to take part in the latest series of the show.

Having already secured Tags crisps in a variety of retail outlets in addition to Tesco and Asda – Virgin Trains, Spa and 200 independent North West retail outlets – the evidence of the brand’s success and Tague’s own business acumen put him in good stead in front of the Dragons.

He gained offers from four out of the five Dragons before accepting an offer from Meaden and Jones.

“I knew our team and Cube3 had created something fresh for the snack market,” said Tague. “However, it was such a confidence boost to get the amazing feedback and support from the Dragons. It only confirmed that we are on the right track to achieving our long term goals.

“In a relatively short amount of time, Cube3 has been integral to building my business, creating four distinctive range designs. Helping the brand to secure significant space in key retail spaces which in turn has built our sales revenue.”

Chief executive of Cube3 Karl Barker added: “At Cube3 we focus on doing three things: we create brands, we evolve brands and we engage audiences, for one goal: to build business. And Tags Crisps is a great example of our ability to work with entrepreneurs to create and build successful brands.

“John’s drive for the business is clear to see and our passion for the brand and its success continues. The early hard work has paid off, creating a highly lucrative investment opportunity for the Dragons. We look forward to seeing what’s next for this innovative man and his fast growing company.”