Tayto was established by Joe ‘Spud’ Murphy in 1954 at a time when most crisps were imported from the UK and were unflavoured bar the small blue bag of salt included in each bag to enhance the flavour. Spotting a niche in the Irish market, Joe Murphy set up his own crisp factory. Credited with inventing the first ever Cheese & Onion flavoured crisps, the brand name Tayto has now become synonymous with crisps across Ireland. Production of the Cheese & Onion flavour crisps started in a factory on Moore Street, Dublin, where after being packed by hand in waxed greaseproof paper, the crisps were delivered to the retailer in an airtight tin, to help maintain their freshness.
Today, Tayto is still best known for the original cheese and onion crisp but the brand is more than just a crisp. Tayto is Ireland’s favourite crisps and snacks brand and continues to hold the number 1 position in the marketplace*. Tayto is iconic at home in Ireland but Tayto has also been providing a taste of home to many of the Irish diaspora for many years.
Key to Tayto’s success is its ongoing support and engagements with consumers. Mr.Tayto is the instantly recognised, much-loved character that people of all ages love and embrace. As the embodiment of the brand he gently cajoles, pokes fun, brings a sense of humour to the everyday. His campaigns over the years have brought his sense of humour to the forefront and created an emotional connection with the public.
Beside the factory where we make Tayto crisps is Tayto Park. Tayto Park is Ireland’s only Theme Park and offers a huge variety of things to see, do and experience! Tayto Park has attractions for all ages, from thrill-seekers looking for an adrenalin rush to younger guests who can enjoy fun and exciting activities including a factory tour and meeting Mr. Tayto himself.
Our current “More than just a Crisp” campaign positions Mr.Tayto as an unsung hero always on hand to spare the blushes caused by potentially cringe-inducing situations. The campaign is on TV and is supported with and integrated campaign across outdoor, digital and in store.