The past year has seen a spate of cross-category innovation as Scottish brands target new customers and look beyond their traditional markets.

Haggis maker Macsween of Edinburgh has entered the market for single-occupant households, claiming to have attracted some 150,000 new customers since the launch last spring of its 'one-minute' traditional and vegetarian microwaveable haggis slices.

Director Jo Macsween says the new range is "the perfect choice for those looking for a smaller portion of haggis or an alternative Burns Night supper".

While Macsween was rustling up haggis costumes and planning a marketing onslaught on Scotland's universities, business-to-business food ingredients company Macphie took its first step into the consumer marketplace last summer with a limited rollout of the DeviliShh range of ready-to-mix desserts.

Currently available in branches of Lakeland and Booths, the brand's first national listing, with Waitrose, will go live later this year. The launch, which has benefited from more than £500,000 in investment, has been backed by extensive sampling at key trade and consumer shows.

"Further distribution in England and Wales is our next target, but ultimately we're looking for a major distribution deal in Europe," says head of marketing Paula Cormack. As Macphie moves into desserts, ice cream makers Mackie's of Scotland has taken an unexpected sideways leap into crisps. Intended as a limited edition, its Haggis & Cracked Black Pepper crisps has become the company's top-performing flavour.

"We thought that Haggis would prove particularly popular for Burns Night or Hogmanay but it is now our bestselling flavour all year round and is generating a lot of interest abroad," says managing director Kirstin Mackie.

Focus On Scotland