In Ireland’s fast-moving consumer goods sector, few brands have shown the consistency and resilience of Tayto. What began as a small Irish crisp company in 1954 has grown into one of the country’s most dominant players in the savoury snacks category - and it continues to expand its footprint in a highly competitive retail environment.
Now part of the international snack group Intersnack, Tayto benefits from global scale while maintaining the strong local identity that Irish consumers connect with. That balance has been key to its FMCG success. The brand has delivered steady revenue growth in recent years and holds a leading share of Ireland’s crisps and snacks market - an impressive position in a category often challenged by private label and global competitors.
Growth hasn’t come from relying on heritage alone. Tayto has strengthened its portfolio beyond its core range, expanding into different formats, flavours, and sub-brands. Lines such as Hunky Dorys have helped the company reach new consumer segments, from premium-style crisps to bold flavour profiles. By offering everything from grab-and-go packs to larger sharing formats, Tayto has increased its relevance across multiple snacking occasions.
Innovation remains central to its strategy. Limited-edition flavours, seasonal launches, and continuous product development keep the brand fresh on shelf, which is crucial in FMCG, where retailers regularly review space allocation and consumers are quick to try something new.
Operationally, Tayto’s strong local supply chain also supports its growth. By sourcing Irish potatoes and producing locally, the company maintains efficiency while reinforcing its Irish roots - something that still resonates strongly with shoppers.
Ultimately, Tayto’s success in the FMCG space comes down to a clear formula: strong brand equity, smart portfolio expansion, consistent innovation, and operational scale. It’s no longer just a nostalgic favourite - it’s a modern FMCG leader that continues to grow in Ireland’s evolving grocery landscape.
