New flavours and designs developed with extensive consumer input
Mackie’s of Scotland has relaunched its premium Indulgent ice cream range, unveiling three new flavour recipes and bold new tub designs. This consumer-led initiative has significantly boosted availability, driving an average 50% store increase for the range across major retailers from September.
The updated Indulgent range now features Triple Chocolate and Triple Toffee Swirl, both introduced as entirely new Mackie’s flavours. Madagascan Vanilla, a returning favourite from the previous Indulgent collection, has also been improved with an enhanced recipe. The one-litre tub size, familiar to shoppers, has been retained.
The final product line-up resulted from a year-long development process, including focus groups, consumer panels, market research, recipe trials, and tasting sessions. Ice cream shoppers across the UK contributed to shaping the flavour profiles, recipes, packaging, and pack size, allowing Mackie’s to determine the three strongest options for launch. Research highlighted a gap in the market for super-premium ice cream in a one-litre tub, with nearly all similar offerings typically available in smaller 450ml formats.
Retailers have shown strong support for the relaunch, increasing the availability of the range by an average of 50% across Tesco, Sainsbury’s, and Asda stores. Sainsbury’s saw the most significant increase, listing Mackie’s Indulgent range in over 150 additional stores, including locations south of the border.
Kirstin Mackie, Development Director at Mackie’s of Scotland, said: “This has been one of the most research-led product development projects we’ve ever undertaken. Over the past year, we have tested ideas through all forms of focus, tasting and research groups, and the result is three delicious flavours that shoppers told us felt genuinely indulgent, distinctive and worth making room for in the freezer.”
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She added: “Triple Chocolate and Triple Toffee Swirl are completely new flavours for Mackie’s, while Madagascan Vanilla brings back a favourite from our previous Indulgent range in a richer, improved recipe. We have also given the tubs a bold new look designed to stand out clearly on shelf and signal the super-premium quality inside.”
Mackie further commented: “Retailer feedback gave us real confidence that there is space for a one-litre, super-premium tub that delivers a special treat for sharing. The response has been very encouraging, and we are pleased to see the new Indulgent flavours gaining wider availability from launch.” Celebrating four decades of family-owned success, Mackie’s continues to make all of its ice cream and chocolate in Aberdeenshire. The company describes itself as one of the UK’s fastest-growing premium ice cream brands and Scotland’s best-selling ice cream brand by volume, according to Kantar Worldpanel.
