Denvir to help Mackie's of Scotland lick snack market

Denvir is working in partnership with Mackie’s of Scotland to launch a new range of Potato Crisps which will hit shelves this Summer.

Luxury ice cream makers, Mackie’s of Scotland have joined forces with Taypack Ltd, one of the UK’s leading potato businesses, to create a new joint venture company Mackie’s at Taypack.

The two Scottish family run food and farming businesses will work together to produce Scotland’s only home grown and manufactured premium crisp. This move is the first expansion into the premium snack market for both companies.

The range, which will be launched this week at the Royal Highland Show, will consist of three core flavours, Sea Salt, Mature Cheddar and Onion and Sea Salt and Vinegar. Three limited editions, some with a particularly Scottish twist, will be added to spice up the market further. The range will utilise locally grown raw materials, environmentally friendly farming and no artificial ingredients and is expected to capitalize on the growing consumer demand for premium natural products.

Denvir was approached by Mackie’s to devise and implement a new product development strategy to launch the new range. The strategy included extensive market research which revealed a demand for Mackie’s Potato Crisps and a series of blind taste tests, which saw Mackie’s come out on top.

The branding, which was also designed by Denvir, included packaging for both 40g and 150g bag sizes and corporate logos for the new Mackie’s at Taypack venture.

The packaging, which will aim to give a "traditional yet contemporary" look, gives prominence to the brand’s environmentally friendly land credentials and is immediately recognisable as a Mackie’s of Scotland product. Denvir has also developed a major consumer launch campaign to ensure a formidable Scottish entry to the market.

Suzanne George, Managing Director, Denvir says: “Mackie’s of Scotland is a fantastic brand whose vision and drive is to be applauded. Denvir is delighted to be an integral part of this exciting stage of the brand’s extension and to be able to add value to the creation and launch of this great range.”

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