The 1980s saw the business growing. Baxters traditional soups were
already well-established as the leading premium brand in the UK.
Baxters beetroot and mini-jars of jam and marmalade now also reached
the number one position in their respective UK markets. During the
course of the decade, the Company's annual turnover tripled, from
£10m to over £30m. Gordon and Ena continued with their relentless schedule of overseas
visits, while, at the same time, masterminding the expansion of the
product range, the development of new sales and marketing
initiatives, and the start of a long-term programme of investment in
new technology. During this time consumer tastes were also changing rapidly. A new
health-consciousness was beginning to emerge, along with a growing
demand for different and more exotic flavours. The development team
responded with customary Baxter flair, introducing the highly
successful Luxury, Special Occasion and Vegetarian soup ranges.
Where possible, additives, preservatives and artificial colouring
were completely eliminated and more emphasis placed on low-fat,
high-fibre recipes. Higher-fruit, lower sugar jams began to prove
extremely popular. Today as Baxters Spicy Thai Chicken Soup with Lemon Grass shares a
shelf with Cock-a-Leekie, the hills and rivers and glens of Moray can
obviously no longer furnish all the ingredients. Much of what now
goes into the pot comes from considerably further afield. But the
tradition of quality is still deeply ingrained. Where George and
Margaret once scoured the North East of Scotland, Baxter buyers and
quality controllers in the 1990s travel the globe in search of the
finest ingredients. The finest ingredients, of course, are wasted if the care in
preparation is not equally good. The Baxter ladies, Margaret, Ethel
and Ena have, in their turn, successfully upheld the tradition of
fine, wholesome home cooking. The fact that the cooking pots have
become progressively bigger has done nothing to diminish the natural
goodness that comes out of them. With the help of scientific
expertise and advanced technology - such as huge rotating ovens which
now cook the soup in its cans and thereby preserve all the flavour
and goodness - Baxters products are still as nearly "home-made" as
possible.
Italian (pancetta) Chicken with creamy mushroom & herb sauce Shopping list: 450g/1lb skinless chicken breasts, 12 thin rashers
streaky bacon or pancetta. Recipe: Wrap each chicken breast with three rashers of bacon or
pancetta. Put on an oiled baking tray and bake at 200C/400F/ GasMark
6 for 20 minutes. Heat sauce and pour onto 4 warmed plates. Slice
the chicken breasts thickly and set on top of the sauce. Serve with: Boiled new potatoes and broccoli.