Macsween of Edinburgh, the leading haggis brand, has secured a year-round listing in over 100 Morrisons stores throughout the UK.

Macsween’s traditional haggis has been a regular item in selected Morrisons’ stores since 1997 and was temporarily extended into stores across England and Wales in January this year, to celebrate the 250th anniversary of Scottish bard Robert Burns. It proved so popular, that Morrisons decided to offer its UK customers access to Macsween haggis all year round.

Macsween Director, Jo Macsween, said:

“We’re very excited with the deal with Morrisons. Our sales in England and Wales have increased steadily over the past few years and now outstrip those in Scotland. This permanent listing will really help us to meet this growing demand.”

Jo added that, as haggis has not traditionally been perceived as a year-round product, most distributors tend to scale back stock levels after January.

“However, this perception is really changing,” she said. “Our sales are consistently increasing across the whole year, not just in January, and we are delighted that so many English and Welsh consumers are increasingly enjoying this Scottish delicacy.”

Ian Lovell, Senior Fresh Food Buyer for Morrisons, said:

“We had a hugely positive response in our English and Welsh stores over January, and the stores are keen to continue stocking Macsween’s traditional haggis all year round. Macsween’s brand has long been associated with quality, and it is a product that Morrisons looks forward to stocking in the long term.”