Baxters's Slogans & Taglines

Baxters Food Group Limited, also known as Baxters of Speyside, is a Scottish food processing company founded in 1868 by George Baxter in the village of Fochabers, on the banks of the River Spey. Born from a modest grocery shop where George's wife Margaret began making jams and jellies, the brand has grown over four generations into a global food manufacturer. Its enduring philosophy, "Be different, be better," coined by the founder, continues to guide every recipe and innovation. From Ethel Baxter's legendary Royal Game Soup in 1929 to today's diverse portfolio of over 160 products—including soups, pickles, condiments, and chutneys—Baxters has consistently championed quality and flavour. Awarded Royal Warrants in 1955, the company still cooks its soups in small batches at its Fochabers facility, with fourth-generation executive chairman Audrey Baxter personally tasting and approving each recipe. Today, with operations spanning the United Kingdom, Europe, North America, and Australia, Baxters remains a symbol of Scottish culinary heritage, family stewardship, and the enduring belief that great food begins with passion and provenance.