Food exports helped by taste for quirky flavours

Quirky brands such as Mackie's of Scotland's haggis-flavoured crisps helped UK food and drink exports pass the £10 billion mark for the first time in 2010.

The figures - which do not include alcoholic drinks - showed an 11.4 per cent increase on 2009, as 10.8bn worth of food and drink was exported thanks to rapid growth in emerging markets beyond Europe.

Ireland remains the principal importer of UK food products, followed by France, Netherlands, Germany and Spain. But growing demand was recorded in Hong Kong (up 36.3 per cent), and the US (28.9 per cent).

New markets outside the current top 20 export destinations also provided significant growth: South Africa recorded a 60.7 per cent increase, while China consumed 28.5 per cent more British food and drink.

Mackie's was highlighted by the Food and Drink Federation after growing exports of its crisps. The Aberdeenshire firm diversified from ice cream in 2009, and its Scottish Speciality range, including haggis & cracked black pepper flavour, has proved popular abroad. At present, 5 per cent of its crisp turnover is sold overseas, but exports are expected to become a major part of the business.

Marketing director Karin Hayhow said: "Mackie's success abroad is largely due to its vision to become a global brand, coupled with its enjoyment of taking its traditional yet innovative products to new markets via food shows and other means.

"Haggis & cracked black pepper are easily our best-selling crisps, and US consumers have reported that the Scottish flavours gave a 'halo' effect to the whole range and make it even more attractive and special."