New Macsween site aims to tempt 'haggis virgins'

Haggis producer Macsween is relaunching its website in a bid to appeal to “haggis virgins” and draw in younger shoppers as well as customers from abroad.

The Edinburgh-based company, which is the UK’s biggest branded haggis producer, intends to soft-launch the site next week.

It said it hoped the new site would help convince “haggis virgins” - people who had never tasted haggis before - as well as “false virgins” - those who had tasted haggis in the past but decided they did not like it because of a bad experience - to give haggis a try.

The site would be targeted at the under-40s and would carry a blog with contributions from guest food writers, the company added.

Macsween is also keen to use the site to boost its international sales. The new site was easier to navigate than the current one and featured a new questions and answers section built with international visitors in mind, it said.

Macsween’s website redesign will coincide with the redesign of the website of its export partner, Scottish Food Overseas.