A LEOMINSTER farmer who diversified into a highly successful crisp manufacturing business is branching out into another niche market.

William Chase, owner of Tyrrells potato chips, is to grow oats alongside his potatoes as part of the development of a new range of muesli and cereal bars.

The new product could be available next spring.

The 44-year-old entrepreneur said: "Part of the success of our business has been a home-grown approach and it is a people business.

"I don't want to start supplying the supermarkets where five people are in the food chain. We prefer to grow and continue to supply independent shops direct and we want to give them something different."

He realised people didn't want to see big shiny steel manufacturing plants but a man in a field harvesting the local crops.

"But it is essential for niche businesses to keep looking for new markets. We have a lot of other ideas and we do want to keep them exclusive."

Tyrrells employs 45 members of staff and has a turnover of around £6.5 million. The new venture will provide a further jobs boost for the area.

The move is a far cry from Mr Chase's position 13 years ago when his farm business was hit by the decline in agriculture.