Baxters lured by organic market

Baxters of Speyside, the quality soup manufacturer, is to launch a range of organic food.

A spokeswoman for the Scottish company says: “We are launching seven products including soups, conserves and possibly beetroot.”

Baxters will target only major multiples initially because of difficulties in securing a continuous supply of organic ingredients.

The company repositioned its products as an “everyday luxury” at the end of 1998 with a new ad campaign through The Union.

The launch of Baxters’ organic range comes just weeks after Mars’ entry into the UK organic market.

Mars UK has set up a new division called Seeds of Change which is introducing organic dried pasta and pasta sauces from the US.

According to the Soil Association, the charity which promotes organic food and farming, organic food sales have risen from 100m in 1993 to 260m in 1997. The charity estimates that organic food will account for seven to eight per cent of the total food market.

News Analysis, page 17

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here