Macsween of Edinburgh, one of Scotland’s biggest haggis producers, has rebranded its vegetarian haggis as vegetarian crumbles in order to circumvent a 50 year US ban on haggis.
Just in time for Burns Night, Macsween Scottish Veggie Crumble is now available at all Fairway Market stores across New York, Connecticut, and New Jersey. The retailer currently has 15 stores.
Macsween began selling haggis in 1953 from a small butcher’s shop in Edinburgh, and lays claim to the first commercially available vegetarian haggis which it has been selling since 1984. Scottish Veggie Crumble is a mix of fresh vegetables, pulses, oatmeal, seeds and spices.
Haggis has been banned in America since 1971; and Macsween hopes that rebranding the product as crumbles will also make it more appealing to American consumers. The product itself, aside from the packaging, is identical, making it compliant with American law.
It is also hoping to capitalize on the rising popularity of vegetarian and vegan alternatives. Sales of vegetarian haggis have soared in Scotland in recent years and enjoyed a 15% sales increase in 2019 compared to the previous year.