McGhee’s Bakery has been named Scotland’s most-chosen Scottish brand for 2026, overtaking Irn-Bru to claim the top spot.
The Glasgow-based fourth-generation family bakery was recognised in the Worldpanel by Numerator Brand Footprint 2026 report, which ranks the most-chosen food and drink brands based on Consumer Reach Points (CRPs).
The measurement combines how many households purchase a brand with how often shoppers choose it.
McGhee’s moved into first place after ranking second behind Irn-Bru last year, finishing ahead of some of Scotland’s most recognisable grocery brands, including Tunnock’s, Graham’s The Family Dairy and Simon Howie.
The bakery recorded the highest CRP growth in this year’s rankings, increasing by 20.4% to 16.63 million and reaching 1.33 million shoppers.
Its market penetration also rose to 49.5%, supported by 40 consecutive periods of frequency growth.
Key products driving the performance included bread rolls, which achieved 26.2% penetration, followed by potato scones at 23% and small cakes at 20.3%.
The milestone comes as McGhee’s celebrates its 90th anniversary. Founded in Glasgow’s Maryhill in 1936, the bakery began with the aim of providing affordable baked goods to the local community.
Nine decades later, the family-run business continues to supply products including morning rolls, tattie scones, doughnuts, pancakes, shortcakes and empire biscuits to homes, cafés and retailers across Scotland and the wider UK.
McGhee’s has also reported 30% year-on-year growth for its key retail partners, supported by investment in new equipment, a refreshed brand identity and new product launches.
Recent developments include a sourdough roll and individually wrapped versions of its empire biscuit for meal deal ranges, including Tesco.
Aisling McGhee, Commercial Director at McGhee’s, said: “It’s incredible to think that the roll my great-grandfather baked for his neighbours is now Scotland’s most-chosen brand.
“We’re proud to be part of so many Scottish households and grateful to all our customers – from regulars at the local shop to families right across the country.
“Today’s recognition is a tribute to our whole team, whose hard work and passion have made this possible. We’re not stopping here: we’ve got big plans for our 90th year and beyond.”
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Lesley Ann Gray, Strategic Insight Director at Worldpanel by Numerator, added: “Scotland’s grocery market continues to show the strength of trusted local brands.
“McGhee’s rise to the top reflects how brands that become part of shoppers’ everyday routines can continue to grow, even in an increasingly competitive marketplace.”
The Brand Footprint report analyses consumer buying behaviour across FMCG brands, with the latest data covering the 52-week period ending October 2025.
