JLife’s Evangeline Spachis spoke to Tony Goodman, chief executive officer of Yumsh Snacks Ltd, the company behind popular kosher friendly crisps and popcorn brand, Ten Acre.
How did Yumsh Snacks begin?
It was a very organic process. I called on my friends and business experts, Jimmy Attias and Ronen Derber, to put a business plan together for two new products under the Yumsh Snacks and Ten Acre brand. I have a background in food, and we were all big foodies and loved gourmet cuisine. Between us we had many years of experience in this industry too.
We officially launched in 2014 and since then the company has also won a variety of competitions such as the Great Taste Awards. Me and all of the team at Ten Acre are great fanatics of crisps and popcorn, and we hope that comes through in every morsel.
What’s your background?
I was born in Didsbury before moving to Cheshire in 1976. I then gained an MBA in Business Administration at Liverpool John Moores University and became fellow of the Chartered Institute of Marketing and a member of the Institute of Directors, after 30 years of experience in marketing, food and technology IT, and business manufacturing.
What inspired you to create a ‘free-from’ and kosher ranges?
Ten Acre is a snack for everyone to enjoy. Our passion for quality and simplicity is our guiding compass to deliver outstanding flavour and texture. It’s part of our core mission statement that everyone, no matter what their dietary requirements or choices, is entitled to a wonderful snack experience with taste and texture.
Ten Acre crisps and popcorn are gluten-free, dairy-free and MSG-free products, as well as vegan and vegetarian.
Where can we find your products?
You can find Ten Acre across the UK in kosher delis, farm shops, speciality food shops, Amazon.co.uk, Selfridges, Fortnum & Mason, and will soon be launching in Holland & Barrett. We have global coverage too, but we’re looking to expand this even further for 2017.
The 10 flavours of crisps and seven of popcorn have names such as ‘The Amazing Adventures of Salt and Vinegar’ and ‘The Day Sweet and Sour Become Friends’.
Storytelling around the legends of Ten Acre is something that is core to the brand and the stories behind those names are meant to entertain, but more importantly to encourage telling a tale.
The company is based firmly in the North West. How important is promoting the region to you? Ten Acre is becoming an international brand, but it does reflect the region we come from. I’m proud to fly the Union Jack around the world and I’m delighted with the reception Ten Acre receives. All of our potatoes, plus flavourings and packaging, are sourced from the UK too.
What’s next for the crazy world of Ten Acre and Yumsh Snacks?
Yumsh Snacks have launched a brand new popcorn flavour this year already. In addition, we are working on new Ten Acre products that we hope will be launched by the end of the year.