UPMARKET grocery stores in major Russian cities will soon be selling Mackie’s Crisps after the owners of the Scottish brand signed a distribution deal with a leading chain.

Azbuka Vkusa has more than 100 stores stretching from Moscow to St. Petersburg, and Mackie’s at Taypack is supplying a selection of flavours from the Mackie’s 150g Core & Ridge ranges.

Mackie’s currently exports to 17 countries on four continents, with China being its largest overseas market. And the company aims this year to double the amount of crisps it send to its Shanghai distributor to 200,000 150g bags a month.

James Taylor, commercial director for Mackie’s at Taypack, said: “Growing our export market remains a big priority for the company as we are constantly seeking out opportunities in new markets as well as strengthening our brand and increasing sales in our existing markets.”

The first container bound for Russia will leave Scotland in this week and products will be on shelf by November, said Mr Taylor, who added that Azbuka Vkusa had approached Mackie’s after identifying the need for a UK brand.

“They liked the fact we had some unique flavours in there, and some more Scottish flavours among a total of 30 in ridge and straight cut,” he said. “What’s available in Russia is quite plain; there is not a huge amount of variation out there”.

Mackie’s at Taypack launched in 2009 as a joint venture between ice-cream maker Mackie’s and the Taylor family of Perthshire potato farmers. In the last year the company turned over about £5.2 million, and Mr Taylor said 2016 revenue will be around £5.5m to £6m.

“The export market was around 15 per cent last year but looking to move that to 20-25 per cent this year,” he said. “It’s the fastest growing part of the business.”

With competition in UK supermarkets intensifying and under the pressure of price deflation, Mr Taylor said the export market presented another channel to increase overall sales.

“It’s been quite exciting to explore different markets,” he said. “We’ll go after markets and sometimes we get enquires, which we follow up. With the competition in the UK being strong it’s a good opportunity.”

Mr Taylor said the company definitely benefitted from Scotland’s reputation for food and drink on the world stage. “There’s a good reputation and it does play into your hand, but there’s something intriguing about the flavours we bring, Haggis being one example. It’s something they’ll never have come across, an opportunity to try flavours that have a bit more of a Scottish market.”

China remains the biggest export market for the company, with five containers a month being shipped out to Shanghai, equating to around 100,000 150g bags.

“Even somewhere like [Shanghai] the opportunity is huge but they’ve also started winning distribution with retailers in cities across China, so that business has been a really interesting one.

“We hope to increase that to ten containers a month now that we’re beginning to build a bigger base of customers out there.”