Scotland Gets Toasty In Energy Efficiency Drive


A family made of toast are set to make their television debut in an advert aimed at educating homeowners in Scotland on a revolutionary energy efficient heating system.

Scots firm Direct Savings developed the animated commercial with capital firm LA Media which centres upon the family life of Mr & Mrs Toasty and illustrates the benefits of its patented ‘Infranomics’ technology, with Edinburgh radio personality Grant Stott providing his vocal talents.

The energy efficiency specialist is to screen the advert on STV across Scotland over a two week period to introduce an alternative to inefficient and costly storage heating for properties cut off from the gas network.

Infranomic heaters omit ‘Far Infrared’ energy which floods the  room with warmth, absorbing into all materials within the room, including the walls, ceiling and floor.


Direct Savings’ patented system, which features the same technology used in premature baby incubators, has been tipped to become commonplace in the near future, boasting energy efficient credentials which could save people an average of 45% per year on heating costs.

The ground breaking potential of this type of heating is already well recognised, as last year saw a partnership between two of Scotland’s leading conservation bodies, Historic Scotland and National Trust for Scotland, who installed Infranomics in a Victorian cottage to test how traditional built properties can be made more energy efficient.

Another partnership between Direct Savings and StAndEN, a Fife community-council run project, allowed for a St Andrews pensioner afflicted by fuel poverty and inefficient storage heating to receive a bespoke system free of charge.

Scottish finance minister John Swinney welcomed the firm’s continued efforts in providing energy efficient alternatives at the opening of its new Perth infranomics showroom in November of last year.

Strong support has also been provided by other MSPs such as Murdo Fraser – the convenor of the Scottish Parliament’s Energy, Economy and Tourism committee who heralded Direct Savings’ infranomics heating systems as a key step to tackling fuel poverty.

Direct Savings initially specialised in carrying out loft and cavity wall insulations across the UK but it has also looked to diversify its business into other innovative energy efficient products such as its Infranomic Far Infrared heating system.

Managing Director Ged Smith said: “As a nation we’re hooked on traditional gas, oil and electric heating systems, which are a legacy from last century’s efforts to heat poorly insulated homes and buildings – and we know that many homeowners have little alternative to storage heating.

“Now that we are able to properly insulate most homes, these convection heating systems are shown up as costly and inefficient. Infranomic heaters are the next generation, offering a far more efficient and controllable heating.”

Infranomic heaters omit ‘Far Infrared’ energy which floods the entire room with warmth, absorbing into all materials within the room, including the walls, ceiling and floor.  The heat retention is far greater to that of warm air conventional systems.

Far Infrared is also acknowledged as a natural and harmless form of heating that is actually beneficial to the human body – the body is designed to absorb Infrared energy as it operates on the same frequency.

Husband and wife team Ged and Eileen Smith founded Direct Savings in 2010 from a garden shed and since then the business has expanded across the UK – including its current main operation in Livingston – run by 130 staff with an annual turnover of £12 million.