Background Macsween is an Edinburgh based third generation family business producing haggis products, supplying the UK’s supermarkets, including Sainsbury’s and Marks & Spencer, wholesalers and online customers. To grow its consumer base, Macsween developed a ‘Delicious Everyday’ range to offer a variety of haggis based delicacies, including black pudding and vegetarian options, to appeal to non-Scottish customers. Scenario Due to the

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