McGhee’s Bakery has been named Scotland’s most-chosen Scottish brand for 2026, overtaking Irn-Bru in a major milestone for the fourth-generation family business.

The Glasgow-based bakery topped the Worldpanel by Numerator Brand Footprint ranking after recording the strongest growth in Consumer Reach Points, rising 20.4 per cent to 16.63m.

The ranking measures how often shoppers choose FMCG brands by combining household penetration, purchase frequency and the number of households in the market.

McGhee’s reached 1.33m shoppers across Scotland during the period, with penetration rising to 49.5 per cent.

The bakery finished ahead of some of Scotland’s best-known grocery names, including Irn-Bru, Tunnock’s, Graham’s The Family Dairy and Simon Howie.

The result comes as McGhee’s celebrates its 90th year. Founded in Glasgow’s Maryhill in 1936, the bakery began as a family business serving the local community with affordable baked goods.

Nine decades later, it remains family-run and supplies products including morning rolls, potato scones, pancakes, doughnuts, shortcakes and empire biscuits to homes, cafés and retailers across Scotland and the wider UK.

McGhee’s said its growth had been driven by rising household penetration, consistent frequency gains and new product launches across retail partners.

The brand has recorded 40 consecutive periods of frequency growth, with bread rolls reaching 26.2 per cent penetration, potato scones 23 per cent and small cakes 20.3 per cent.

It has also delivered 30 per cent year-on-year growth for key retail partners, supported by investment in new equipment, a refreshed brand identity and product innovation.

Recent launches include a sourdough roll and an individually wrapped version of its empire biscuit, designed for meal deals including Tesco.

McGhee’s commercial director Aisling McGhee said: “It’s incredible to think that the roll my great-grandfather baked for his neighbours is now Scotland’s most-chosen brand.

“We’re proud to be part of so many Scottish households and grateful to all our customers, from regulars at the local shop to families right across the country.

“Today’s recognition is a tribute to our whole team, whose hard work and passion have made this possible. We’re not stopping here. We’ve got big plans for our 90th year and beyond.”

Worldpanel by Numerator strategic insight director Lesley Ann Gray said the ranking reflected the continued strength of local brands in Scotland’s grocery market.

“McGhee’s rise to the top reflects how brands that become part of shoppers’ everyday routines can continue to grow, even in an increasingly competitive marketplace,” she said.

The Brand Footprint report tracks consumer choices across FMCG and highlights the brands being selected most often from retailers’ shelves.

The 2026 ranking covers the 52 weeks to October 2025.

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