UK Potato Chips acquisition: 'Fairfields Farm Crisps is now a whole Ten Acre larger'

Fairfields Farm Crisps has agreed to acquire Ten Acre Crisps, in an ongoing concentration of smaller premium brands focused on high quality and free-from attributes in the UK snack market.

Fairfields Farm Crisps is a brand owned by Robert and Laura Strathern. The Stratherns started making potato chips from potatoes grown on their own farm in 2006, at first outsourcing production before bringing manufacturing in-house in 2011.

Meanwhile the company has added vegetable crisps (in 2013), Lentil Bites (in 2016) while their latest innovation called "Heat & Eat™", consists of crisps that are intended to be reheated in the microwave - so they taste like they were just fried up at home - plus a dip.
 

(Click picture to watch video)

Heat & Eat™ - first ever microwaveable bag of crisps with dip.

Just like Fairfields Farm Crisps, Ten Acre makes kettle fried potato chips. But Yumsh Snacks - the company behind the Ten Acre brand, established as recent as 2013 - has managed to create a market for their products well beyond the United Kingdom: their products are currently sold in about 40 markets. In addition, they produce a line of flavoured popcorn.

In the United Kingdom, Fairfields Farm Crisps are available in Tesco, while Ten Acre Snacks are available in chains including Holland & Barrett, Whole Foods Market, and Selfridges.

Tony Goodman MBE, Co-Founder and Chief Eating Officer of Ten Acre:
 

“We have a synergy with Fairfields Farm; both believing in great taste and premium quality.”

“Export is to be a focus at Fairfields - this is great for Ten Acre, as we recently received the award for Export Champion from the Department for International Trade.”

“Our joint attributes and parallel thinking will push both brands forward to become a force to be reckoned with in the snacking sector.”

Robert Strathern, Founder, Fairfields Farm:
 

“This is an exciting step for us. Ten Acre has the same values as Fairfields, so we felt they were a good fit.”

“Plus, their experience and rapid growth in export, opens-up opportunities for us.”

“Joining forces means taking the best attributes of both brands and growing the Ten Acre and Fairfields brand together, for continued success.”

The two companies said the sale would build upon the success Ten Acre has already established both in the UK and elsewhere; they will work together to “create a partnership of creativity, quality, provenance and great-tasting snacks”.

Fairfields Farm also announced the acquisition on Facebook:
 

“Fairfields is now a whole 10 acres larger following the recent acquisition of another great like minded crisp brand called... Ten acre crisps!”

“The two brands share values around high quality, free from attributes, combined with sustainable farming using renewable power. Fairfields is now able to offer all Ten acre products cooked on our family farm, including popcorn to our existing stockists.”