the business

Natural Crisps manufactured hand cooked crisps and had retail agreements with leading retail outlets. The company was experiencing financial difficulties and needed expert advice.

the business challenge

Natural Crisps had established a strong brand of upmarket crisps, called Jonathan Crisps that had national distribution agreements in place through outlets such as Weatherspoons. Since the cooking of the crisps was outsourced, the value lay purely in the brand. The challenge was to preserve the brand and meet the order book by finding a suitable buyer.

RSM Tenon’s approach

Natural Crisps, was placed into Administration at the end of 2008 and was bought by the Tayto Group five days later. RSM Tenon Recovery oversaw the sale to Tayto Group.

outcome

Five days after being placed in to administration Tayto Group purchased Natural Crisps. RSM Tenon’s
rapid response helped preserve the brand and provided Tayto, who acquired Golden Wonder in
2005, with a model for the future management of ‘brand sales’.