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

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