Macsween of Edinburgh’s microwaveable 1-minute haggis was a finalist in the latest Scotland Food and Drink Excellence Awards.

The listing in the Retail Product category recognised Macsween’s success in leading innovation in the haggis category, extending the consumer base and turning haggis into a year round dish.   ‘Haggis in a minute’ launched in October 2009 has found a ready and growing fan base across the UK.  Selling through the major supermarkets and independent stores, the product is expected to account for 15% of total Macsween sales within three years.

Commenting on the short-listing, Jo Macsween, said:
“Our research revealed that there was an opportunity to develop haggis-related products to appeal to a wider age and social demographic.  Hence we created ‘Haggis in a minute’, which is simply two slices of our original haggis in a convenient, microwaveable format.  I am proud of that fact that we are the first UK food company to use new packaging technology that means the whole pack can be put into the microwave.  As the haggis heats up, the film expands like a balloon, in effect, steam- cooking the haggis in one minute.  The best natural ingredients are used and no changes have been made to the original recipe.  A traditional favourite, developed for today's consumer.”

Haggis in a minute continues a tradition of innovation, exemplified by Macsween’s launch of the world’s first commercial vegetarian haggis, which now accounts for 25% of total company sales.  The success of the microwaveable haggis is driving further product development work, keeping Macsween at the forefront of its category, maintaining its position as Guardian of Scotland’s National Dish.
ENDS