UK shortbread maker Paterson’s is hoping to draw more people into the category and broaden its appeal through the launch of more products.

Sales and marketing manager Allan Miller told just-food today (20 June) the company is growing revenue ahead of the category and gaining market share.

According to Miller, that has been achieved through a focus on improving the health credentials of its products and offering them at “great value”.

“We have reduced the amount of saturated fat our shortbread,” he said. “And the key is to do that while still producing something that tastes like shortbread.”

On price, Miller added: “We have moved with the times. Since the economic downturn we have cut the price of all our products to just GBP1… It’s about providing great shortbread at great value.”

The company now hopes to step up its sales expansion through the launch of two products: a clotted cream shortbread and a shortbread and biscuit assortment.

The products will initially launch in Asda nationwide. Miller said the company hopes to pick up new listings with the other retail multiples.