Mackie’s goes mini for latest product launch

by Emma Lourie

Wednesday, April 8th, 2020

Product shot showing Mackie's mini collection tubs | Food and drink PR

MACKIE’S of Scotland has now launched ‘The Mini Collection’ – a multi-pack of four miniature ice cream tubs, with listings including Sainsbury’s and Tesco stores throughout Scotland.

It means that the Aberdeenshire family-owned brand will have launched more than 200 products in its 34 years, with the newest seeing it react to the latest consumer trends.

It has expanded its product range to introduce The Mini Collection, which is being sold in retail outlets for around £4 per pack and contains four 120ml tubs, two each of the brand’s most popular flavours – Traditional and Honeycomb.

According to Kantar insights data, the UK market for snack size ice cream tubs is worth around £18.2m and has grown by more than 20% in the last year. The research found that 57% of consumers would like to see more single-serving sized tubs of ice cream sold in their local supermarkets.

Stuart Common, Sales Director at Mackie’s of Scotland, said: “Ice cream can provide an instant lift, it is an indulgent, yet simple treat. These little tubs fit the trend for convenient snacks in individual portions.

“The individual sized portion is a popular form of portion control – albeit Mackie’s 120ml is quite generous! With families all coming together, in accordance with the advice to stay safe at home during the covid-19 emergency, I hope that our ice cream can provide a little lift to people’s day.

“It is astonishing to think that we’ve made more than 200 new products. We have had a lot of fun over the years with various innovations in format and flavour – from a marmalade flavour to Mackawack macaroon, an extra posh look for the cows in tiaras, bite sized chocolate truffles and even “good mood food” – ice cream with a drop of happy orchid essence.

“While not every new product will succeed, our New Product Development team are a crucial resource to help us grow the business, adapt to changing market demands and will be the route to our next great product.”

While becoming renowned for its seasonal and limited flavours, Mackie’s Traditional ice cream flavour remains its most popular – and is made following the same recipe as the first ice cream made by Mackie’s, then called “Natural”, in 1986. The blue and cream colours for the tub livery have also remained consistent, providing a clear identity for the flagship flavour of Scotland’s best-selling ice cream.

Product shot showing Mackie's mini collection tubs sitting in waffle cones | Food and drink PR

Mackie’s sky to scoop ethos sees it produce everything from its own energy from renewables, dairy from its herd of cows, as well as chocolate and honeycomb on the family farm. Food production is in the category of essential business which is required to try and continue during the corona virus crisis.

While Mackie’s administrative staff are working from home, key farm and production staff at the family business are working on site to produce milk and make ice cream.

Stuart added: “Our most important consideration is the well-being and safety of staff, we have added protection with strict restrictions on site access and the production teams have helped create new cleaning regimes and social distancing measures to bolster the already high standards required for food production.

Consumers can purchase Mackie’s of Scotland’s latest release of ‘The Mini Collection’ in Sainsbury’s and Tesco stores.

To find out more about Mackie’s, please visit:

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    Emma Lourie is an Account Executive at Edinburgh Public Relations agency, Holyrood PR in Scotland

    Emma Lourie

    Account Executive, Emma Lourie, is a part of the award-winning PR agency, Holyrood PR - based in Edinburgh, Scotland.

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