Tun­nock’s adds Union flag to wafer wrap­pers

ex­port bid: Re­vised brand­ing for Scot­tish snack favourite part of new aim to ap­peal to Ja­panese mar­ket

The Courier & Advertiser (Angus and The Mearns Edition) - - News - GARETH MCPHER­SON gm­cpher­son@the­courier.co.uk

Tun­nock’s has put it­self on a col­li­sion course with fer­vent Scot­tish na­tion­al­ists again af­ter adding a Union flag to its pack­ag­ing.

The La­nark­shire-based con­fec­tionery maker is stamp­ing its caramel wafer wrap­pers with the Bri­tish en­sign in a bid to ap­peal to the Ja­panese mar­ket.

The move to play down the brand’s Scot­tish roots is un­likely to go down well with some.

Last year the com­pany re­moved the Lion Ram­pant from one of its foil­wrapped snacks, which it mar­keted as ‘The Great Bri­tish Tea Cake’.

The newly-de­signed pack­ag­ing for ex­port to Asia in­cludes the Union flag, while the card­board box refers to the prod­ucts as ‘Made in Great Britain’.

The snack in­sti­tu­tion is hop­ing to cap­i­talise on Ja­panese fond­ness for all things Bri­tish, as well as the pop­u­lar­ity of the flag in Asian fash­ion.

Alan Bur­nett, the com­pany’s ex­port man­ager, said the new de­sign has come on the back of se­cur­ing or­ders for nearly two mil­lion bis­cuits.

He told The Times: “The brand­ing is dif­fer­ent, and, as you would ex­pect, the writ­ing is all in Ja­panese.

“How­ever, it does have the Tun­nock’s boy on it. You would recog­nise it in­stantly.

“Our prod­ucts re­ally seem to be tak­ing off over there.

“Last month we sent a 40ft con­tainer, con­tain­ing around 650,000 bis­cuits, out to Ja­pan.

“We have ar­ranged for an­other to go out in Septem­ber, and a fur­ther de­liv­ery for De­cem­ber.”

Last year, the de­ci­sion to re­move the Lion Ram­pant cre­ated a po­lit­i­cal storm.

A hand­ful of protesters marched on the firm’s fac­tory and or­gan­ised a boy­cott of its prod­ucts, which in­clude snow­balls, caramel wafers and tea cakes.

The free pub­lic­ity cre­ated a surge of sales for the com­pany, which was founded in 1890.

One Twit­ter user said he would not go near the brand since its boss op­posed in­de­pen­dence in the 2014 cam­paign.

“Still never touched a Tun­nock’s prod­uct since Boyd was part of the NO cam­paign dur­ing in­de­pen­dence ref­er­en­dum... never will,” said Gavin Daniell.

How­ever, not every­one is will­ing to let their po­lit­i­cal prin­ci­ples cur­tail their snack choices.

“Top trolling from Tun­nock’s again, I’d love to boy­cott but his tea­cakes just taste too good,” one said.

Ac­tivists from the Scot­tish Re­sis­tance group take part in a protest out­side Tun­nock’s fac­tory in Ud­dingston, La­nark­shire, a week af­ter the firm ad­ver­tised its bis­cuit as the ‘Great Bri­tish Tea Cake’.

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