Bells Food Group retains fourth spot in Kantar’s Scottish brand rankings amid £250k investment
Scottish pie and pastry maker Bells Food Group has retained its fourth place in the 2023 Kantar Scotland Brand Footprint report as one of Scotland’s most chosen brands by shoppers.
The announcement coincides with the initiation of a £250,000 investment scheme by the company to expand its pie production capacity.
As part of the investment programme, a cutting-edge oven will be installed, allowing Bells to bake an additional 100,000 pies each week. Currently, the company bakes about 16 million Scotch pies per year.
Ronnie Miles, managing director at Bells Food Group, said: “We’re really proud to be in Scotland’s top five, alongside esteemed brands such as Irn Bru, Graham’s, Tunnock’s and Mackie’s.
“Continued investment, innovation and brand relevance has helped us attract and retain shoppers to maintain this position but ultimately it’s down to the talents and dedication of our team.
“Our most recent investment will see us significantly increase the quantity of pies we can bake in the factory and will enable us to meet projected increased demand for the years ahead.”
The firm, which records an annual turnover of approximately £26 million and employs around 220 people, holds 60% of Scotland’s hot pie market. Operating from two bakeries and a distribution centre in Shotts, Bells Food Group recently launched a new range of frozen bake-at-home pies, marking its debut in the frozen food category. The company also secured a substantial contract to supply five and a half million packs of own-label pastry to 862 Tesco stores across the UK.
Lesley Ann Gray, Kantar Worldpanel strategic insight director, said: “The enduring stability of the Scottish top five brands reminds us that brand-building is a long-term game.
“The growth stories behind the brands all reflect the same theme – winning more shoppers by giving them more reasons and opportunities to buy. Creating that virtuous circle of rising shopper engagement, sales, and in-store presence takes time, clarity of direction and investment.”