Formerly Mackie’s Crisps, owners the Taylor family is launching in Tesco and Sainsbury’s stores under Taylors Snacks. The rebrand is the first major shakeup for the crisp brand since the Taylors purchased the remaining shares in the business last year.
James Taylor, managing director at Taylors Snacks said: “We’ve been on a journey in the past year, refining market insight and crafting a Taylors brand that we’re all so proud of. We’re delighted some of the country’s leading supermarkets have taken to the new look straight away.
“By placing it on the snack aisles around the country, we’re hoping that it allows new customers to fall in love with our produce, while keeping the crisps accessible to our long-standing customers.”
Taylors is to also invest more than £400,000 into TV, radio and digital out of home marketing over then next six months to herald its relaunch.
“Our main goal is to become a household snack brand across the whole of the UK – and with loads in the works at Taylors Snacks right now, we feel we’re on the right track,” Taylor added.
“To have the confidence of a number of the big retailers shows we’re in a strong place at Taylors Snacks at the moment and we can’t wait to continue to grow our brilliant brand.”
The Perthshire-based joint venture company, founded in 2009, was called Mackie’s at Taypack, which reflected the joint investment of both family businesses.
The venture paired the leading Mackie’s of Scotland brand and retail expertise with the production and potato growing expertise from the Taylors’ former potato processing business, Taypack. The Taylor family purchased the remaining shares of the joint venture in 2022.
Meanwhile, ice cream firm Mackie’s of Scotland has scooped a new UK-wide listing for its Honeycomb SKU in Waitrose stores.