Mrs Tilly Goes Vegan with Asda
The surge in demand for vegan products has helped one of Scotland’s much-loved family businesses win a national supply contract with Asda.
Mrs Tilly’s, the family-owned Scottish confectionery businesses which began 23 years ago in a family kitchen in Tillicoultry, will supply its recently launched Vegan Fudge range to over 350 Asda stores across the UK.
The company, which is already famous for its ‘no compromise’ approach to premium quality fudge production, has developed two indulgent vegan flavours for Asda customers - Original and Belgian Chocolate.
Worth an initial £350k to Mrs Tilly’s, the contract is the company’s first nationally listed deal with a major UK supermarket.
The UK wide relationship with Asda was cemented following Mrs Tilly’s participation in the supermarket’s Supplier Development Academy, which was delivered in partnership with Scotland Food & Drink.
Aiming to help local food and drink companies secure listings with Asda and significantly boost their trading potential, the Academy has proved invaluable to many Scottish food producers, resulting in a 5% increase (y-o-y) in sales of locally produced food.
“We knew that participating in the Supplier Development Academy would be a positive step for our business and the development of our relationship with Asda,” said Ronnie Wilson, Commercial Director at Mrs Tilly’s.
“There was a significant focus on new product development and innovation, which challenged us to explore how we could broaden our range while still delivering the quality of product which is synonymous with Mrs Tilly’s. As one of Scotland’s leading confectionery brands, we were confident that we could produce a vegan range of the highest quality and by working in partnership with the Asda team, we’re delighted that the Mrs Tilly’s Vegan Fudge range will soon be available in Asda stores throughout the UK.
Heather Turnbull, Asda’s Regional Buying Manager, Scotland added:
“We are always focused on the needs of our customers and this includes responding to new and developing food trends.
“Vegan and plant-based foods have been one of the fastest growing categories in recent years, with searches for vegan lines up 275% since 2019 on asda.com - and we’re so impressed by the way the team at Mrs Tilly’s reacted to our challenge and invested in the development of these delicious fudge ranges. This really is innovation in action!”
The Mrs Tilly Vegan Fudge range will carry The Vegan Society logo on pack and will be available in 358 Asda stores from the middle of September.