“You can give your kids a meal that is not full of things you don’t want to feed them – for a few pounds you can feed three strapping lads,” Howie said.

“From a kitchen perspective, it is very simple because when it leaves our factory it is already cooked. So when you or a restaurant owner gets it into the kitchen all you have to do is heat it up to be piping hot. It couldn’t be more basic: a student with no cooking skills or a Michelin-starred chef do exactly the same thing to put it out on the plate.”

Haggis pakora

Haggis can often be found on fine dining menus.

Its texture means haggis can also be usefully deployed in fine dining alongside leaner meat like venison or as a stuffing for poultry and game birds. Its spicy intensity means it is also finding uses in canapés and as a crouton-borne garnish for soups.

Buoyant sales are also underpinned by the increasing consumption of haggis in forms inspired by Scotland’s ethnic minorities.

Glasgow’s Sikh community pioneered haggis pakora in the 1990s and samosas, spring rolls and quesadillas have followed in its wake, often using a vegetarian version of the protein in which the offal is replaced by a mix of vegetables, pulses and mushrooms.

Such dishes are more than culinary twists. They are badges of belonging, and an indication that, two centuries after Burns grabbed it for the nation, haggis is as intimately entwined with Scots identity as ever.

Just ask Ross O’Cinneide, a promising 14-year-old fly-half in the junior section of Stirling County rugby club.

“Most of my friends and I like haggis,” he says. “Mum makes it for us sometimes after rugby and it’s got a very nice warming feeling. And it’s nice because it’s purely Sco