A special connection with its Scottish consumers helps to ensure Bells remains the dominant pie-maker
SCOTS are known for their love of pies – especially those made by Bells Food Group, according to the Kantar findings.
But commercial director Gordon Smith says that doesn’t mean the company underestimates the strong bond Scottish consumers have with the brand.
Referring to the fact that Bells is once again among the top Scottish take-home food and drink brands (excluding alcohol) in Scotland, Smith said: “It’s something that’s never to be taken for granted.
“I think it is testament to Scottish consumers, who have an emotional link with the brand, as well as how consistent we’ve been in terms of our products, their quality and the fact they provide genuine value for money.
“We recognise that we are only where we are at because people pick up our offerings and want to buy them.”
The director pointed to the fact that Bells aimed to make pies and bakes that were hugely popular with consumers, and so good sales drivers for retailers.
That’s borne out by some impressive statistics, too. This year, the turnover for the Shotts-based firm in Scotland will be more than £30million.
Smith said: “Bells is in the hearts and minds of people in Scotland and it’s an honest brand that has respected both consumers and its heritage.”
And the company is enjoying healthy sales in England as Bells makes inroads into the market south of the border.
Making a staggering 500,000 pies a week, Bells is able to claim to be the No.1 pie brand in Scotland and, already, the No.2 pie brand in the UK.
The boss put these high rankings down to both the firm’s strength in Scotland and the fact that English customers were impressed by the quality of the offerings.
The Bells range manages to be varied with regard to products and yet focused in terms of the occasion (at-home meals or on-the-move eating) and only making what the company knows it is good at.
As well as the iconic Scotch Pie, which also comes in a “Wee” variant for snacking, there are Macaroni Cheese, Chicken Curry, Steak & Gravy and Steak & Haggis shell pies.
A big success for 2023 has been the launch of frozen shell pies for consumers to bake at home – offering greater convenience through a longer shelf-life and so less waste.
These are available in Scotch, Chilli Scotch and Macaroni Cheese flavours, each in a three-pack format – and they are already a roaring success, said Smith.
In addition to this, the firm offers larger steak pies – with a special Hogmanay Aberdeen Angus edition due to be made available all year round during 2024.
Finally, there are a range of Bakes – currently in two-pack Scotch, Steak and Cheesy Bean flavours – that are set for a relaunch in 2024 to gear them more towards the food-to-go occasion.
And while the Grocery channel understands the connection between Bells and consumers, Smith said the brand were keen to gain a greater presence in convenience stores.
He said: “If your store does not currently stock the range, now is the time to do so. Rate of sale is high and consumer demand is increasing.
“In a time of uncertainty, Bells’ products provide value for money and the certainty of a known quality purchase for shoppers.”
