Perthshire butcher gears up for busiest summer ever, with BBQ product orders increasing by 30% 

Stronger than expected retailer demand means that Simon Howie is forecasting record sales of three million burgers and one million jumbo sausages.  

In 2023, BBQ volume sales grew by 57% and value sales by 77%, and this year the brand is hoping for a similar trajectory. 

The producer said that this achievement is “cementing its position as the best-selling burger brand in Scotland”.  

Fifth most chosen brand 

The Perthshire-based butcher is meeting increased demand with the launch of two new BBQ products for summer: 400g Nduja Jumbos and 400g Smoky Jalapeno Jumbos.  

There are also new listings for the 454g steak burgers in Sainsbury’s, Morrisons and ASDA, following their success in Tesco last year.  

In June, Simon Howie was also announced as the fifth most chosen brand for shoppers in Scotland, according to the 2024 Kantar Scotland Brand Footprint report.  

The brand’s entry into the top five most chosen Scottish brands rankings this year was due to its investment in innovations like smoked medallions, gastro burgers, and devil dogs, which bring more indulgent options to Scottish consumers, the producer said. 

Unpredictability of Scottish summertime 

Steven Lynn, commercial director for Simon Howie, said: “The unpredictability of Scottish summertime hasn’t impacted our sales. In fact, quite the opposite, we’re still seeing huge demand for BBQ products as shoppers clearly defy the rain and enjoy outdoor cooking regardless.  

“Over the past few years we’ve invested heavily in our BBQ range, bringing in new flavour innovations to keep customers engaged and inspired, and feedback from our retail partners shows that these have been welcomed by consumers looking for something new to add to their repertoire.”  

Simon Howie’s BBQ ranges are available across most major supermarkets, including ASDA, Morrisons, Sainsbury’s and Tesco.  

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