Butcher brand looks to cement leading position

Scotland’s leading butcher brand, Simon Howie, is gearing up for its busiest summer ever, with retailer orders for BBQ products increasing by 30% for summer 2024.

Stronger than expected retailer demand means that Simon Howie is forecasting record sales of three million burgers and one million jumbo sausages. In 2023, BBQ volume sales grew by 57% and value sales by 77% and this year the brand is hoping for a similar trajectory cementing its position as the best-selling burger brand in Scotland.

The Perthshire based butcher is meeting increased demand with the launch of two new BBQ products for summer; 400g Nduja Jumbos and 400g Smoky Jalapeno Jumbos. There are also new listings for the 454g Steak Burgers in Sainsbury’s, Morrisons and Asda, following its success in Tesco last year.

This month (June), Simon Howie was also announced as the fifth most chosen brand for shoppers in Scotland, according to the 2024 Kantar Scotland Brand Footprint report.

The brand’s entry into the top five most chosen Scottish brands rankings this year was due to its investment in innovations like smoked medallions, gastro burgers, and devil dogs, which bring more indulgent options to Scottish consumers. These ranges helped the butcher move up one position to break into the top five for the first time.

Steven Lynn, commercial director for Simon Howie said: “The unpredictability of Scottish summertime hasn’t impacted our sales. In fact quite the opposite, we’re still seeing huge demand for BBQ products as shoppers clearly defy the rain and enjoy outdoor cooking regardless.

“Over the past few years we’ve invested heavily in our BBQ range, bringing in new flavour innovations to keep customers engaged and inspired and feedback from our retail partners show that these have been welcomed by consumers looking for something new to add to their repertoire.”

Simon Howie’s BBQ ranges are available across most major supermarkets including Asda, Morrisons, Sainsbury’s and Tesco. There are 10 BBQ lines in total including Pork Jumbo Dogs; Bourbon Jumbo Dogs; Devil Jumbo Dogs; Chorizo Jumbo Dogs; Aberdeen Angus Gastro Burgers, Steak Burgers, Chorizo Style Burgers, Bourbon Burgers and Steak and Haggis Burgers.

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