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Haggis sales rise 245% as Commonwealth games boosts business

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Leading retailers and brands are toasting a sales surge of traditional Scottish products this week.

Haggis

Haggis sales rose by 245 per cent this week as the opening ceremony of the Commonwealth games imparted strong consumer interest, Waitrose revealed.

The national dish of Scotland, which traditionally consists of lamb, beef, oatmeal and a unique blend of seasoning and spices, is the centrepiece of Burns night celebrated on 25th January. But latest figures show that consumers have been swept up by the spirit of the Games and have bought the savoury pudding in droves. However, the buoyant numbers could be sketchy and misleading as the grocer said it has improved its range of haggis across its branches over the last year which could have inflated the figure.

Whiskey

Whiskey, which is traditionally enjoyed alongside haggis, also enjoyed a 15 per cent rise this week compared to the week before the Games, Waitrose confirmed.

Shortbread

Sales of Scottie Dogs shortbread have also “gone through the roof” this week, Walkers Shortbread said.

The biscuit, made by the 116 year-old family-owned company, is said to be selling particularly well in Glasgow and Edinburgh.

Alistair Gronbach, head of marketing at Walkers Shortbread told Retail Gazette it was too early to give specific sales figures but said that its Scottie Dog tin – which features 18 dog shaped shortbreads and sells for £7.50 – had seen a rise in popularity. To sustain sales, free packs were given away to Scottish Sun readers which raised its profile.

The firm also enjoyed a boost as its giant shortbread fingers were featured in the opening ceremony - viewed by an average of 7.6m viewers on Wednesday night.

Tunnocks

Sales of the little Scottish teacakes made of chocolate, shortbread and marshmallow soared 62 per cent in the 24 hours following the opening ceremony. Interest is so high that one person – eager for a slice of history - bid £1,260 for a teacake costume on the official Glasgow 2014 auction site. “We were absolutely bowled over when we saw there were 30 large teacakes in the ceremony,” said Fergus Loudon, director of operations.

Tartan

The Scottish print was also a la mode this week. Marks and Spencer and Next were not able to disclose specific sales figures but their websites proved telling. Every tartan product on M&S.com and Next.co.uk has completely sold out.

Published on Friday 01 August by Editorial Assistant

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