A DEVILISHHLY NEW RANGE OF DESSERTS FROM MACPHIE

 A DEVILISHHLY NEW RANGE OF DESSERTS FROM MACPHIE
14th June 2010

Building on its eighty years of success supplying the bakery and foodservice trade, Scottish food ingredients manufacturer, Macphie of Glenbervie, is unveiling its debut consumer brand - DeviliShh™ - at the BBC Good Food Show. This unique range of “posh puds,” fruit coulis and sweet sauces is being launched to tap into the burgeoning entertaining at-home market. This forms part of Macphie’s strategy to double its turnover to £80m over the next ten years. 

During the recession consumers have reduced the frequency of eating out, which has boosted home cooking and get-togethers with family and friends. According to Mintel, thirty per cent of consumers lack the confidence and skill to cook desserts from scratch. DeviliShh™ provides a short-cut to help consumers create show stopping desserts with minimal stress and effort.

Macphie group commercial director, Ronnie Leggett, commented: “We’re thrilled to be launching DeviliShh™ at the BBC Good Food show. It’s an exciting example of product and brand innovation taking us into the consumer brands arena for the first time. Celebrity chefs and TV shows like “Come Dine With Me” have broadened many people’s horizons and encouraged them to experiment in the kitchen. Our research identified that the desserts category needed a bit of a shake up, so we’ve created a unique range of dessert solutions to respond to consumer demand for great tasting, easy to prepare desserts. How you host a get-together is a reflection of who you are and we’re hopeful that DeviliShh™ will become an integral part of consumers’ dining repertoire.”                           

Don’t miss your opportunity to visit the DeviliShh™ stand (Hall 17, Stand F516) and be amongst the first to sample DeviliShh™ crème brulee, panna cotta, crème caramel and accompaniments. The event kicks off a busy nationwide campaign to bring the brand to life. Macphie will be driving awareness with a consumer PR and social-networking campaign, an innovative sampling programme and attendance at a series of food festivals to encourage consumers to trial the products. An e-commerce website www.devilishh.com has been launched.