Flavour and health launches take Scottish traditional values to the modern spreads market
JAM has seen significant challenges in recent times. But Scotland has a long preserves tradition and the country’s manufacturers include some of the most innovative in the industry.
Arbroath-based Mackays says it’s now the UK’s third-largest jam and marmalade brand and one of only two brands achieving growth of value and volume sales in a declining category.
It says this year Mackays will become the largest marmalade brand in Scotland and it quotes IRI market data showing that in 2015/16 sales of Mackays marmalades superseded those of supermarket own-label products.
Founded in 1938 it’s now owned by the Grant family. And managing director Martin Grant, who has a background in marketing, has been busy developing the Mackays brand on the base of traditional craft manufacturing, high-quality ingredients and bold new product development. This year sees Mackays launch Berries and Cherries preserve, Raspberry and Rhubarb preserve and Sweet Navaleena marmalade.
UK marketing activity includes in-store promotions, digital and social engagement and product tasting.
• Carluke-based R&W Scott has relaunched its No Added Sugar jam and marmalade range. The firm says the new look is designed to be stylish and to strongly emphasise and highlight the No Added Sugar message.
The firm sources the fruit for its jams from local farms. It sees particular scope for the relaunched lines in Scotland because Scottish provenance is important to consumers but the take-up of healthier jams is low compared to the rest of the UK.