Tayto (Republic of Ireland)
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| 200px | |
| Industry | Potato crisps |
|---|---|
| Founded | 1954 |
| Headquarters | Ashbourne, County Meath, Ireland |
|
Area served
|
Ireland |
| Owner | Largo Foods |
| Website | http://www.taytocrisps.ie |
Tayto Crisps is a major Irish crisps and popcorn manufacturer, founded by Joe Murphy in 1954.[1] Tayto invented the first flavoured crisp production process.[2] Tayto crisps are a cultural phenomenon in Ireland,[3] and "Tayto" is sometimes used in Ireland as a metonym for crisps.[4] In November 2010, Tayto opened their own theme park called "Tayto Park" near Ashbourne, County Meath.[5]
Ownership
The company Tayto is currently owned by Largo Foods. It was previously owned by Cantrell and Cochrane, and was based in Coolock, County Dublin, until their factory was closed in September 2005, when production was outsourced to Largo. Largo agreed to purchase the brand from C&C in May 2006 for €62.3 million.[6]
Brands
Tayto crisps come in several flavours: Cheese & Onion, Salt & Vinegar, Smokey Bacon, Prawn Cocktail, and the limited edition flavour Tex Mex.[7]
In the early 2000s, the company targeted the healthy eating market, with its low salt, low fat crisps, originally branded as Honest.[8] Tayto currently refers to this range as the Happy & Healthy range.[9]
Tayto also produce a number of other ranges of products:[7]
Nuts and Popcorn Range
- Popcorn Pleasure
- Salted Peanuts
- Dry-roasted Peanuts
- Bacon Fries
Snacks Range
- Chickatees
- Snax
- Mighty Munch
- Chipsticks
- Ketchips
- Waffles
- Wheelies
- Jonny Onion Rings
- Snaps
Happy and Healthy Range
- Treble Crunch Farmhouse Cheddar & Spring Onion
- Treble Crunch Sour Cream & Onion
- Velvet Crunch
Sharing Range
- Bistro Cheese & Onion
- Bistro Caribbean Chutney
- Occasions Thai Sweet Chilli
- Occasions Mature Cheddar Cheese & Red Onion
- Occasions Tortillas Nacho Cheese
- Occasions Tortilla Original Cool
Marketing
Tayto have used their mascot, Mr. Tayto, in a number of marketing campaigns. In the 2007 Irish General Election, Tayto ran an advertising campaign with Mr. Tayto as a fake election candidate.[10] Tayto have claimed that the number of spoiled votes in the Carlow-Kilkenny constituency indicate that some actually voted for their mascot, but this is purely speculative.[11] Tayto were fined during the campaign for littering, due to their fake election posters being posted in public places.[12]
In 2009, Tayto Ltd. published The Man Inside the Jacket, a fictional autobiography of Mr Tayto written by Maia Dunphy, Ciaran Morrison and Mick O'Hara. Tayto indicated that a percentage of the cover price would go to Irish charity Aware.
Tayto Park
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In November 2010, Tayto opened a theme park, "Tayto Park" in Ashbourne, County Meath.[13]
Legal action
In 2006, Tayto tried to compel Irish band Toasted Heretic to destroy all copies of their album Now in New Nostalgia Flavour, which featured an image based on the trademarked "Mr Tayto" icon,[14] although the image had been used since 1988 on Toasted Heretic's cassette album Songs for Swinging Celibates. [15]
References
- ↑ [1] Archived October 5, 2010 at the Wayback Machine
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