Media Release: Christmas is booming at Baxters

BAXTERS Food Group Retail Division has reported a buoyant Christmas trading period from its four outlets with sales being 13 per cent up, like-for-like on last year over November and December.

This increase was despite the Aberdeen Airport shop being significantly down on last year due to the new security restrictions following the Heathrow terrorist alert early in the year.

In addition at Fochabers – ‘the home of Baxters’ – where they experienced significant disruption due to major road works which virtually shut the business off for the first three weeks of November, the site returned a like for like growth of +3 per cent.

The company’s new 28,000 square foot flagship store at Blackford on the A9 between Stirling and Perth recorded a like for like increase of 25 per cent. The strong like for like growth has bucked the trend in the market place this Christmas.

The Ocean Terminal (Edinburgh) site has also recorded positive like for like growth at +7  per cent on last year.

The business also launched a transactional web site ( on the 15th October and from a standing start in the eight weeks since launch the business has grown by 95 per cent.

Alan Dickson, retail and eCommerce director at Baxters, says: “This new incremental revenue stream has had a very positive start considering we currently only sell hampers on the site. It all bodes well for the launch of the next phase during February 2007 of the ‘Baxters Supermarket Online’ when customers will be able to buy any ‘Baxters’ and ‘Audrey Baxter Speciality Foods”‘ product online.

Dickson continues: “The current positive revenue growth is as a result of a three-year turnaround strategy for the business consisting of profiling the business towards repeatable Scottish and UK customers and away from the tourist market place. At Baxters we offer through our retail and catering product true differentiation from the high street and mainstream retailers and our aim is to deliver a retail experience, which is a true exemplar of the UK leisure retail sector.”

Notes to Editors

The Baxter family, which is now in its fourth generation, has been producing some of Britain’s finest soups, preserves, condiments and a wide range of other fine quality food products since 1868. Baxters retail sites carry a wide range of produce as well as kitchenware, tableware, gifts and clothing and are situated at Highland Village, Fochabers; Blackford, Perthshire; Ocean Terminal, Edinburgh and Aberdeen Airport.

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Contact: Fiona Duff
Phone: 0131 558 1199