Tyrrells to deliver a tasty summer with the launch of limited-edition “English Ham & Mustard” flavour to launch official partnership with the England and Wales cricket board.
KP Snacks has today announced the launch of a new, limited-edition Tyrrells flavour to mark their official team partnership with England and Wales Cricket Board (ECB).
Tyrrells English Ham & Mustard celebrates classic British flavours, pairing succulent savoury ham with the bold kick of tangy mustard for a Tyrrellbly Tyrrellbly tasty summer snacking experience.
Launching in April 2026, the new flavour is non-HFSS and will be available until the end of September, perfectly aligning with the start of the English cricket season, bringing together a quintessentially English pastime and a quintessentially English crisp.
The collaboration builds on KP Snacks’ position as an official team partner of England Cricket, and Tyrrell’s place as sleeve sponsor for test cricket. The partnership brings two icons closer together, with both brands sharing a clear commitment to quality, craftsmanship, and tradition.
Tyrrells is the UK’s #1 hand-cooked potato crisp brand, currently valued at £73.8m RSV[1], and growing. The launch aims to drive incremental category sales by tapping into sharing moments and summer rituals that resonate with British consumers.
Eddie Commons, Tyrrells UK Brand Manager, says: “Inspired by the flavours of a great picnic and the charm of a summer’s day at the cricket, the new flavour captures the taste of a classic English summer. Our new limited-edition flavour is a natural extension of our test cricket partnership, bringing together shared values rooted in British heritage and tradition that aims to elevate the snacking experience, particularly as we head into the summer sharing season.”
The English Ham & Mustard limited edition will be available in 135g sharing bags with an RRP of £2.75, and will be available across national retailers including Waitrose, Co-op, Tesco and Morrisons from April 2026 until the end of September.
The new product will be supported by a social media campaign and dedicated In-store shopper activity including point-of-sale, shippers and more, to ensure maximum visibility during peak footfall periods.
[1] *Nielsen Total C&S Value Sales w/e 24/01/2026
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