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Macphie Recognised for Innovation and Marketing Excellence

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Stonehaven-based food ingredients manufacturer, Macphie of Glenbervie, is celebrating success after winning two awards at the Grampian Food Forum Innovation awards.  Macphie’s range of i-zings™ won the Most Innovative Foodservice Product and the Best Marketing Plan Award, which was sponsored by the Marketing Society Scotland.
Co-operative Group Chief Executive, Peter Marks, was the lead judge. Fellow judges included Craig Stevenson, owner of Braehead Foods and freelance journalist Karen Peattie.

Available in four delicious flavours – Lime, Pineapple, Summer Fruits and Orange, i-zings™ were inspired by the cat-walk trend for dramatic, bright colours and fun. The judges were impressed that i-zings™ contain only natural colours and flavours.

Bakers can use i-zings™ to add a splash of colour to favourites such as cupcakes, doughnuts, Danish pastries and French fancies. To support the launch the company came up with an innovative marketing campaign, which included a competition to win an i-phone 4, a PR campaign, advertising and promotions.

Co-operative Group Chief Executive, Peter Marks, said: “What struck me more than anything else was the ingenuity and entrepreneurial spirit of the applicants. Politicians and economists say we need small and medium enterprises to start growing the economy and that it exactly what I have seen here today.”

“The judges were completely overwhelmed by the passion conveyed by the Macphie’s marketing team. This is innovation in the true sense of the term. This is a hugely inspirational range that has been developed through in-depth research and backed up by a small but truly professional marketing team. The supporting marketing campaign is simply outstanding and is punching well above their weight. Some of their multi-national competitors could learn a thing or two from Macphie of Glenbervie.”