Macsween of Edinburgh, the leading Scottish food brand, has launched a new microwaveable version of its award-winning haggis. 

Aimed at the convenience market, the 1-minute haggis comes in a microwaveable pack containing two slices of Macsween’s finest, traditional product.   The company expects it to account for 15% of its sales within three years.

Jo Macsween, Director of Macsween said:

“Our sales have continued to grow throughout the year, as consumers throughout the UK recognise that haggis is a tasty, cost-effective ingredient in a range of dishes.   However, our research has shown latent demand for a convenience version of our product.  So, here it is, no additions, no subtractions – just tasty, traditional haggis in an easy to use pack.”

The Macsween 1-minute haggis continues a tradition of innovation, starting with the world’s first commercial vegetarian haggis, launched in 1984 and now accounting for about 25% of all Macsween sales.  The 1-minute haggis is aimed at consumers that have not tried haggis before as well as long standing haggis eaters who only want a small portion or are time pressed.

The 1-minute haggis slice is exactly the same as its award-winning cousin, but comes in a new type of pack that can go straight into the microwave, producing tasty, nutritious haggis steam-cooked in one minute.  The sleeve label offers recipe and serving suggestions.

The product is being launched at the BBC Good Food Show in Glasgow on 30th October 2009 and will initially be for sale in from mid-November in Morrison’s Scottish stores and 75 Waitrose stores throughout the UK.  The product will be rolled out to Sainsbury’s Scottish stores in January 2010 followed by Asda’s and Tesco’s Scottish stores in April 2010.

 

ENDS

CONTACT

Michael Groves, Great Circle

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MACSWEEN

Macsween of Edinburgh has been at the forefront of haggis production for more than 50 years.  Macsween’s traditional (meat) and vegetarian haggis is listed in the major multiples, independent retailers and eateries all over the UK. In 2009, the company celebrates the 25th anniversary of its award winning vegetarian haggis and launches its unique 1-minute haggis.

The company is run by Jo and James Macsween, the third generation of the family to do so.  They continue to win awards for the quality of the product, the management and sustainability across the business.

www.macsween.co.uk/haggisinaminute