Thursday, August 18, 2022
BusinessTunnock's rebrands as British product to break into new market

Tunnock’s rebrands as British product to break into new market

ONE of Scotland’s most famous companies has added a Union Jack to its products in an attempt to break into a new market.


Tunnock’s have decided to rebrand itself as a traditional British product as it tries to make inroads in the Japanese market.


The decision to play down their Scottish roots is likely to spark fury amongst proud Scottish nationalists.


This is not the first time the brand has caused a stir with it’s packaging design decisions.


Last year the Lanarkshire based firm triggered a political frenzy by launching an advertising campaign on the London Underground featuring a foil-wrapped treat on a silver cake stand, with the slogan: “The Great British Tea Cake”.


Critics were quick to point out that the packaging did not feature the Lion Rampant, the company’s symbol since it was founded in 1890.


Protesters then picketed the factory after activists launched a social media campaign calling for consumers to boycott snowballs, tea cakes and caramel wafers.


An online video also showed a man smashing boxes of biscuits with an oversized hammer.


One SNP member wrote on Twitter: “Rebranding is one thing. What Tunnock’s did was a brazen rejection of Scotland.”


Another tweeted: “Bye Bye Tunnock’s. You know where you can shove your tea cakes.”


A gift bag of chocolate wafer creams, designed for the Asian market, makes no mention of Scotland but instead features red, white and blue stripes.


It is understood that the firm is aiming to tap into Japan’s passion for British goods.


Alan Burnett, the company’s export manager, confirmed that new packaging had been created after the company secured orders for almost two million biscuits.


He said: “The branding is different, and, as you would expect, the writing is all in Japanese.


“However, it does have the Tunnock’s boy on it. You would recognise it instantly.


“Our products really seem to be taking off over there. Last month we sent a 40ft container, containing around 650,000 biscuits, out to Japan. We have arranged for another to go out in September, and a further delivery for December.”


The company established a distribution deal in the Japanese island of Okinawa in 1983, and this year Tunnock’s products went on sale in the country’s biggest cities.


Mr Burnett said: “Last year we got a Scottish government grant which allowed us to take part in a major exhibition in Tokyo. That led to use securing quite a lot of new business.”

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