Simon Howie has launched a vegetarian version of one of Scotland’s most loved breakfast staples, square sausage.  The Scottish Butcher has developed the new meat-free alternative in response to the growing trend of flexitarianism, with consumers demanding more choice.  It is the first time a vegetarian version of the breakfast favourite will be widely available in Scottish supermarkets.
There is no doubt Scotland is a nation of square sausage lovers. Square sausage, also known as Lorne, is a hugely popular Scottish staple and Simon Howie currently sells 13 tonnes of beef Lorne every week, equating to almost 10 million slices per year.
The new soya-based square sausage is the third vegetarian product developed by the Scottish butcher, following the success of their wee veggie haggis (200g) & vegetarian haggis (454g) which has seen sales increase by 24% in the past year.  Throughout the year, Simon Howie’s vegetarian haggis represents one fifth of its meat counterpart, increasing to one third around Burns Night when it becomes more readily available nationwide.
Simon Howie, commented: “Lorne, square, sliced, flat… whatever you prefer to call it, Scotland’s square sausage is almost a national dish in itself.  To date there has been no meat-free alternative available and we are extremely excited to be addressing that.  Perfect for a meat-free morning roll, no one has to miss out on enjoying this Scottish classic any more.  Whether you’re vegetarian, or simply looking for a meat-free alternative, we hope our customers enjoy this new breakfast sausage.”
Available now, shoppers can buy Simon Howie vegetarian square sausage in Scottish supermarket stores at Morrisons and Aldi Special Buys. It is also due to be available in Scottish Sainsbury’s stores from January 2019.
Issued by The Big Partnership on behalf of Simon Howie.
For more information contact:
BIG Partnership, Sarah Bailey on 0131 557 5252 or [email protected]
Vegetarian haggis (454g) sales stat source: IRI – 52 w/e/ 24th March 2018
Simon Howie vegetarian Lorne sausage is priced £1.89 at Aldi and £2.11 at Morrisons where it is also part of the ‘2 for £3.50 deal’ with other Simon Howie premium products.
About Lorne sausage
• Lorne sausage was developed in Scotland in the late 18th century.
• There is no conclusive theory on its origins.  A popular theory is that it was named after Glasgow comedian Tommy Lorne, while another is that it was named after the ancient district of Lorne/Firth of Lorne, part of Argyll & Bute.
• In 1917 it featured in Scottish soldiers’ military diets.
• Scottish Craft Butchers are campaigning for Lorne sausage to gain the status of Protected Geographical Indicator (PGI).  This would give Lorne sausage the same status as other PGI products such as Stornoway Black Pudding and Arbroath Smokies.
About Simon Howie
• Simon Howie or The Scottish Butcher as he is known, is passionate about quality meat and meat-free alternatives. The business is dedicated to providing products to people who care about what they eat and who want to buy the best they can for the people they love.
• From award-winning bacon to Scotland’s best-selling black pudding and the UK’s best-selling haggis Simon Howie’s quality ingredients are trusted and relied upon by their ever-growing customer base to create mouth-watering everyday meals.
• A family business, Simon Howie was born and bred in Dunning, where the factory is based and where he still lives today. From a local butcher in the village aged just 19, the business has grown from strength to strength and was recently voted Scotland’s favourite butcher.
• Simon Howie haggis is the UK’s best-selling haggis brand. Simon Howie Original 454g haggis is the UK’s best-selling haggis, while they also boast the UK’s number one selling gluten free haggis, vegetarian haggis and family-sized haggis.
• Simon Howie retail lines are stocked in all the major supermarkets across Scotland and nationwide, and Simon Howie also run two award winning butcher shops in Auchterarder and Perth.
• Simon Howie Butchers also boasts a successful Food Service business supplying the likes of Gleneagles, The Old Course, Blythswood Square, Di Maggio’s and many more.
• Further information can be found at