Baxters continues to build on its reputation with new and enhanced products coming to market
FOR more than 150 years, Baxters has been one of the UK’s best-loved food producers, from its inception as a small grocery store in Fochabers in 1868 to the present day.
With a range of leading brands and over 160 products to its name, Baxters has been creating the finest soups, preserves, condiments, beetroot and chutneys for four generations.
Baxters ethos to ‘be different, be better’ was established by company founder George Baxter back then and has truly stood the test of time.
Jeff Hodgson, European marketing director at Baxters, said: “To this day, our ethos continues to be reflected in our approach to our products and our customers.
“This, combined with our entrepreneurial family values, have provided the ingredients for the business to grow into a successful global organisation that continues to evolve, expand and innovate while remaining steadfast to our Scottish roots and core products which our customers know and love.”
Commitment to NPD
A commitment to an ongoing programme of continuous improvement and NPD, with every recipe signed off by executive chairman and group CEO Audrey Baxter, is also key to the firm’s success.
During 2022, bringing some excitement back into soup was a primary focus.
Hodgson said: “Working with our NPD team and in-house innovation chef & culinary manager Darren Sivewright, we’ve taken 11 of our core soup recipes, including hearty chicken broth, our super generous minestrone and the nation’s favourite cream of tomato, and enhanced them to replicate that desirable home-made experience.
“We kicked off this year’s soup season with a 360 marketing campaign, led by a national TV ad, to showcase what makes our soups ‘super’ – from our heritage and provenance to their unmistakeable taste, flavour and texture.”
Throughout the summer, Baxters beetroot, which is hand-selected and made to a unique family recipe, was the feature of a campaign inspiring consumers with interesting and healthy ways to incorporate this versatile ingredient into their favourite meals, such as burgers.
Its commitment to NPD has also seen Baxters launch a mouthwatering range of 11 brand new pickle products, building on its long-standing pickling expertise. Pickles and jams put Baxters on the map back in 1868.
Hodgson added: “Provenance and origin are even more crucial to consumers’ purchasing habits these days and, as a global company with our roots and heritage firmly fixed in the Highlands, it gives us great pride to be recognised as one of Scotland’s top brands.”
