The appointment comes just two weeks after the UK arm of US rival firm Kettle Foods was sold to Diamond Foods for £402.3m.

Tyrrells has briefed the agency to devise a consumer lifestyle campaign to promote its new product ranges and raise awareness of the brand in national and regional print, broadcast and online media. The new products include Popcorn, Chips Nouveau and exclusive Seasonal lines. Taylor Herring will also drive sales around the World Cup.

Taylor Herring won the retained business following a three-way pitch. It is the latest FMCG client win for the traditionally entertainment-focused agency. Taylor Herring’s other FMCG clients include Cadbury’s ice cream and Del Monte.

Tyrrells supplies more than 3,000 independent retailers nationwide, a handful of national retailers including Waitrose, Sainsbury and the CO-OP and more than 15 international markets.