A Hertfordshire-based crisp company has branded Tesco “devious” after it stocked its brand without permission.

Will Chase, founder of Tyrrells Potato Chips, threatened to sue the supermarket after finding it was stocking his crisps - despite him asking them not to in a meeting with representatives earlier this year, the Guardian reported.

Chase said he refused the supermarket permission on the grounds that his brand was stocked by Waitrose - which actively supports local producers - as well as a network of 6,000 independent retailers.

According to the paper, Tesco had been sourcing the crisps from a wholesaler. It has now withdrawn the product.

Chase told the Guardian “It was very devious. They should be leading by example. We had a meeting with Tesco and said we don’t want to be in their shops. They then just went and put us on their shelves.”

Tesco responded by suggesting Chase had “not told the full story”. A spokeswoman said: “If Tyrrells do not want to sell to Tesco we will of course respect that decision. In fact we are focusing on finding ways of working with small suppliers to bring new local products to our customers.”

Chase, a former potato grower, said he was forced out of the business six years ago by multiple retailers sourcing abroad to cut costs.

His crisp business now makes a 35 per cent return and an annual turnover of £10m.

Talking to the Guardian, Chase highlighted the climate of fear that exists among suppliers not wishing to lose contracts for criticising supermarket tactics. He said: “Nobody is going to pull them up for their behaviour because they will get de-listed as a supplier.”

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