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Tyrell's boss: 'Business buoyant' for 'posh' crisps

The Today programme's Friday boss this week is David Milner, chief executive of Tyrell's Potato Crisps.

They operate out of a farm in Herefordshire but bags of Tyrell's crisps can found in Europe, the US and Russia.

Speaking to Today business presenter Simon Jack, Mr Milner said that despite the squeeze in household finances, "business is very buoyant... we're about 40% up year on year".

He explained that his marketing strategy was "to take great care to make sure that our packs look completely different from anybody else's".

First broadcast on BBC Radio 4's Today programme on Friday 26 April 2013.