HAGGIS will be given a Continental-style makeover when a new-look range is launched tomorrow, in what manufacturers claim will be one of the biggest marketing pushes for the delicacy in years.
Makers of the old favourite are attempting appeal to younger shoppers by re-designing the shape to look more like salami.
Edinburgh-based manufacturer Macsween has launched its new range to suit more dishes, with slices being more suitable for sandwiches and other meals.
The firm said the round shape of the traditional haggis meant that products were often not sold alongside other meats.
New packs will be launched tomorrow in supermarkets with in-store tastings and price promotions.
Director Jo Macsween told The Grocer magazine: “This is one of the biggest marketing initiatives we have undertaken. Our challenge was to make haggis more relevant without changing the recipe.”
She said the industry is seeking to portray haggis as a versatile, all-year-round product and not just for special occasions, such as Burns’ Night. She added: “The new shape also means we can take up less space on retailers’ shelves.
“The problem with our traditional round haggis has always been the lack of control we have in how it is merchandised.”
Macsween also said it intends to launch Wild Boar Haggis, Moroccan Spiced Vegetarian Haggis and Chilli Black Pudding on 1 October.
Macsween added there was a risk the firm would end up in “ye olde world of haggis” if it did not modernise, and had invested a “considerable amount” in the rebrand.