Stahly Quality Food sparked furious backlash by advertising the signature Scottish dish as the “Great British Haggis”.
The company, based in Glenrothes, Fife, said on its website: “The latest addition to the Stahly haggis family is the Great British Haggis.
“Made, of course, with the finest traditional ingredients, this modern take on the original Scotch haggis is dressed to appeal to a wider audience.
“In a smart new coat of red, white and blue with a subtle hint of tartan to retain its proud Scottish heritage, the new Great British Haggis is a very modern version of a very traditional product.”
The rebrand outraged a number of people of social media.
Jenny Duncan wrote: “Who has ever heard of a great British haggis? It is Scottish haggis and has always been Scottish haggis.”
Another person added: “Can we please do something to stop this obnoxious ‘Britishification’ of Scottish produce?”
One Twitter user said: “There is only one Great Britis Haggis and she’s in Africa at the moment teaching them how to dance the Mr Bean jig.”
Nigel Barry, a professional toastmaster, jumped to the defence of Stahly’s rebranding. He said: “Haggis is associated with Scotland in most people’s minds, however, as Scotland is part of the United Kingdom.
“United Kingdom is also known as Great Britain. It is therefore perfectly acceptable to label haggis as “British”. Get over it.”
Ken Stahly, the company owner, said: “Stahly Quality Foods has been a proudly Scottish, family-run butcher since 1923. Our haggis is created to our own special recipe and is loved in Scotland and across the world.
“The newest addition to our range is of course essentially Scottish (made in Scotland with Scottish ingredients) but with packaging that aims to broaden the appeal of our classic national dish.”