Angus Soft Fruits brand’s milestone year recognised at FPC Fresh Awards and Scotland Food & Drink Excellence Awards 2026
Good Natured Berries, launched by Scottish berry marketers Angus Soft Fruits, has been shortlisted for two different industry awards this year.
The brand has been named a finalist in the Best Marketing Campaign category at the FPC Fresh Awards 2026, and the Food & Drink Campaign of the Year category at the Scotland Food & Drink Excellence Awards 2026.
The dual recognition follows a landmark year for Good Natured Berries, who relaunched in Morrisons in Scotland and UK-wide in Costco in June 2025.
Since the brand’s relaunch, the brand has aimed to “shake up the berry aisle with unapologetic energy, premium quality and joyful shelf appeal”. Built around principles of exceptional flavour, berry expertise and creating joy, the brand has sought to challenge traditional perceptions of fresh produce, encouraging shoppers to actively seek out and engage with berries.
Backed by significant investment and the help of brand agency 20 Degrees, the brand has continued to expand internationally and connect with customers through sampling, digital marketing and experiential, in-store activations.
Activities have included bagpipers, pick-your-own strawberry pop-ups, and a shopper sampling schedule designed to create theater and drive immediate trial.
Jill Witheyman, head of marketing at Angus Soft Fruits, said: “To receive recognition from two highly respected industry bodies is a tremendous achievement and reflects the passion, creativity and commitment that has gone into building Good Natured Berries.”
Witheyman emphasised that the recognition belongs to the entire team. “From our breeders developing world-class berry varieties, to our growers producing outstanding fruit, and our commercial, technical and marketing teams bringing the brand to life, Good Natured Berries is a true company-wide success story,” she said.
“Regardless of the outcome in September, we are incredibly proud of how far the brand has come and excited about what comes next,” she added.
The FPC Fresh Awards are widely regarded as one of the UK’s leading celebrations of excellence across the fresh produce sector.
Scotland’s Food & Drink Excellence Awards recognise innovation, ambition and outstanding achievement across Scotland’s food and drink industry.
The winners of both awards will be announced in September, with the Scotland Food & Drink Excellence Awards taking place in Glasgow on 24 September, and the FPC Fresh Awards taking place in London on 25 September.
