The British are coming — and waistlines across the Big Apple may be in danger.
Tyrrells — a fast-growing potato-chip brand from the UK, where the salty snacks are called “crisps” — is hitting 150 Duane Reade drugstores later this month.
That’s despite the fact Tyrrells bills itself as a “luxury crisp brand,” having entered the US a year ago at upscale supermarkets like Whole Foods and Dean & Deluca.
In fact, to underscore its luxury pitch Tyrrells CEO David Milner suggested in an interview with The Post this week that folks pair the potato treat with a glass of wine.
“If you like a glass of chardonnay or pinot noir in the evening, that and a bag of crisps go pretty well together,” Milner said.
He added that “crisps are something you decant into a bowl” ahead of a social gathering.
The company’s marketing push — which has used virtually no traditional advertising since it entered the US a year ago — isn’t only about luxury.
The brand also adorns its 5.3-ounce bags, priced at $3.99, with quirky old photos of British policemen, fishermen and bathing beauties.
The eye-catching strategy already has helped Tyrrells to $5 million in US sales after landing here a year ago. That number is expected to double in the next 12 months, Milner said.
However, the brand has withheld US distribution of its “Naked” variety of chips — nothing on the crisp, get it? — and whose bag is emblazoned with a quartet of ladies (above) baring their behinds to the camera.