Scottish confectionery brand Highland Toffee - which disappeared from shop shelves last year - is making a comeback.

Founded more than 100 years ago in Stenhousemuir, the brand was acquired by Tangerine Confectionery from the administrators of Scottish confectioner Millar McCowan, which collapsed last October.

The ‘softer eating’ toffee bar - the product the brand is best known for - is rolling out now ahead of the launch of bon bons and bags of individually wrapped toffees from 11 June. The range previously included fudge, but this is not currently set to return.

Tangerine has refreshed the look of the brand in a move designed to improve awareness across all retail channels and has reformulated the sweets so that, in line with the rest of the company’s products, they contain only natural colours and flavours.

“We’ve got big ambitions to improve Highland Toffee’s overall commercial position, by improving the quality of the product and the range but retaining everything it stands for,” said Tangerine marketing director Alison Brand. “Retailers can be assured of our plans to restore the brand to its former glory.”

Tangerine’s marketing plans for the Highland Toffee brand include trade advertising and regional consumer activity such as reader offers.

In April, Tangerine brought back Wham bars, another former McCowan’s brand. From this month, the company will support Wham with its first official Facebook presence and ads in kids’ titles such as Dandy and Bin Weevils.

Topics