Mackie’s of Scotland rebrands to tuck into larger share of ice cream market

Aberdeenshire-based food business Mackie’s of Scotland has undergone its “most comprehensive” rebrand in 30 years as it looks to have a larger share of the UK’s ice cream market licked.

The new packaging design focuses on “real dairy” – a selling point Mackie’s says has helped it become Scotland’s top-selling premium ice cream brand, and fifth-biggest-selling take-home tub in the UK.

Ice cream has been made on the Mackie’s family farm since 1986, and developments in the interim include advances in environmental care and progress with technology on the farm.

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Karin Hayhow, marketing director and one of three sibling owners, said: “Nearly everything is made here on the family farm, from renewable energy to the ice cream and our packaging. We even make a host of our ingredients and sauces here, from honeycomb to chocolate, so it’s only right that the farming heritage takes centre-stage.

Karin Hayhow, marketing director and one of three sibling owners. Picture: Ross Johnston/Newsline Media.
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“My late father, who founded the ice cream business had a favourite saying: “No change, no chance!” With that in mind we are really looking forward to hearing what consumers think of the new packaging and hope that it will enhance shelf impact in stores, particularly south of the Border.”

The business currently makes more than 12 million litres of ice cream a year, supplying all major supermarkets in the UK and exporting its most popular flavours – traditional and honeycomb – to Asia.

Mackie’s also said 2021 is set to be a “year of innovation” for the brand as it prepares to release a new flavour of ice cream in coming months, while the installation of a low-carbon refrigeration facility is “well underway”.

The firm currently makes more than 12 million litres of ice cream a year. Picture: Newsline Media.

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