Macphie launches DeviliShh consumer brand

13 July, 2010

Scottish bakery ingredients manufacturer Macphie of Glenbervie has launched its first-ever consumer brand as it looks to double its turnover to £80m in the next 10 years.

 

The DeviliShh range of puddings, fruit coulis and sweet sauces have been launched to tap into the burgeoning entertaining at-home market, said Macphie.

 

“During the recession consumers have reduced the frequency of eating out, which has boosted home cooking and get-togethers with family and friends,” said the company, citing Mintel research, which showed that 30% of consumers lack the confidence and skill to cook desserts from scratch.

 

Macphie group commercial director Ronnie Leggett said: “DeviliShh is an exciting example of product and brand innovation taking us into the consumer brands arena for the first time. Celebrity chefs and TV shows like ‘Come Dine With Me’ have broadened many people’s horizons and encouraged them to experiment in the kitchen.”

 

The pudding range comprises panna cotta, crème caramel and crème brûlée, while the sauces include chocolate and caramel. Mango and raspberry make up the coulis range. Macphie has launched a sampling campaign to support the launch, attending food festivals such as the BBC Good Food Show in Birmingham.





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