Carse of Gowrie crisp brand Mackie’s hopes to double sales of its products through supermarket giant Asda after winning a major step-up in its listings with the grocery chain.
Three of the company’s leading speciality flavours will be available in more than 200 stores from next week, following a hard-won and “very exciting” extension to its distribution deal with the retailer.
The agreement means Mackie’s products will be available in around 70% of Asda stores throughout UK, as the supermarket looks to satisfy its customers’ hunger for a taste of Scotland.
The company’s haggis and cracked black pepper and crispy bacon flavours will be available in a total of 226 stores, while packs of the firm’s Aberdeen Angus crisps will go on sale in 208 locations.
Meanwhile, four other core flavours will be listed in 50 additional supermarkets after selling well in Scotland and, in a third extension, the brand’s new ridge-cut ranges will be stocked in Asda’s 44 Scottish stores alongside two multipack products.
Commercial director Ronnie Wilson said the fresh distribution extension was “very significant” for the company, and its estimate of a 90% increase in revenue from the Asda deal could be a “little bit” on the conservative side.
He said Mackie’s at Taypack launched in 2009 as a joint venture between the Taylor and Mackie farming families had been working with the supermarket’s buyers for around six months, but now had high hopes for a full nationwide listing.
“It is very significant for us, and it comes off the back of the launch of what has been a very successful range for us last year and will almost double our sales in Asda,” said Mr Wilson.
“The process has been ongoing since September or October.
“With the Asda team, we had a look at stores, did a lot of consumer research, and really had to sell ourselves to them to get that national listing.
“But we felt there was an opportunity to showcase a Scottish range within the category.
“We’ve got a lot to do but we are very confident about the future.”
The deal will mean an increase in production at the firm’s new factory at Errol Brickworks, some “tweaks” to shift-working patterns and extra seasonal staff at busy times, he added.
A national account manager has also been appointed specifically to work alongside major national retailers.
Managing director George Taylor said the move was a “very exciting” opportunity to reach a wider audience.
“We are very proud of our unique Scottish flavours, which receive fantastic feedback from all around the world,” he said.
“It is fantastic that Asda are continuing to support our brand. They were the first of the major UK retailers to give Mackie’s Crisps a national listing, and we are looking forward to continuing to grow our business with them.”
Susanna Hassard, Asda’s regional buyer for grocery and produce in Scotland and Northern Ireland, said supporting local suppliers was part of the chain’s strategy.
“Mackie’s is the perfect example of how Asda are able to support the businesses of local Scottish producers. It’s clear there is an appetite for the taste of Scotland across the border, and we’re sure our customers in England, Northern Ireland and Wales are going to love these new varieties and iconic flavours,” she said.