The new-look range launches from 1 September, closely followed by a range of special-edition items: Wild Boar Haggis, Moroccan Spiced Vegetarian Haggis and Chocolate and Chilli Black Pudding, on 1 October.
Director Jo Macsween said that, as a third-generation haggis-maker, the company prides itself on its authenticity and tradition, but said it doesn't want to end up in "ye olde world of haggis". It has invested a "considerable amount" in the rebrand, which will be supported with a sampling tour among other activity in what is the "biggest marketing initiative we've ever funded".
As a result of focus groups carried out by the firm, a new image was decided on which highlights the different uses for haggis in everyday recipes, as "it is a flexible ingredient", said Macsween. A prominent picture of the finished dish is featured on the attached recipe tag, with the creations based on the top 10 most popular dishes to make at home, such as spaghetti bolognese.
The shape and appearance of the product and its packaging have also been changed; although the traditional round product is still available, a more slender version, packaged to appear much like a salami - "as haggis really is charcuterie" - will be launched into the multiple retail sector and convenience stores, along with new point-of-sale display material. The firm has had to invest in new packaging and labelling machinery in order to produce the new product, with all staff having to be retrained, said Macsween.
The new look has been about making haggis more attractive, more approachable and explaining to people what they can do with it, she said, adding that, with the changes, the firm "hopes to keep the product more relevant and more accessible, pioneering the way for the future of haggis".