Nairn’s, the award-winning snacking brand, has unveiled a striking special edition pack for its iconic Rough Oatcakes, designed by acclaimed illustrator Emily Hogarth to celebrate the brand’s 130th anniversary.
Launching in major retailers across the UK this summer, the limited-edition carton brings a fresh, contemporary interpretation to one of Nairn’s longest-standing products, honouring the quality and heritage that has shaped the brand since 1896.
For 130 years, Nairn’s has been quietly part of everyday life in Britain. A trusted cupboard staple passed from one generation to the next, it has continued to evolve alongside changing tastes while staying true to the values that made it a household favourite. Tucked into lunchboxes, backpacks, desk drawers and handbags, Nairn’s oatcakes have become a versatile snack enjoyed everywhere from morning commutes and countryside walks to afternoon office pick-me-ups and family adventures. To mark the milestone, the Edinburgh-based brand has chosen to commission local creative Emily Hogarth rather than turn to AI-generated artwork, a reflection of its enduring commitment to craftsmanship.
Known for her intricate handcrafted designs, Emily has drawn inspiration from the oat fields surrounding her studio to transform the wonderful oat at the heart of all Nairn’s products into a bold visual centrepiece.
Working in her signature papercut style, Emily has developed a layered design using a deliberately restrained colour palette to echo the simplicity of Nairn’s recipes, where quality ingredients have always spoken for themselves. Rich in detail and storytelling, the illustration reflects both the natural landscapes and care that have shaped Nairn’s products for generations.
Artist Emily Hogarth said: “For me, this project was about finding magic in something wonderfully simple. The oat has always been at the heart of Nairn’s story, and I wanted to elevate this special ingredient, showcasing it as something worthy of celebration.
“Everything I create begins by hand, and that felt especially meaningful for a brand with such a long history of craftsmanship. I wanted the design to feel layered, warm and joyful, inspired by Scotland’s natural landscapes while retaining Nairn’s instantly recognisable branding. It’s a celebration of heritage, but one that also feels fresh, contemporary and collectible, giving a much-loved product a new story to tell.”
Nairn’s Rough Oatcakes were chosen for the special edition as one of the brand’s most enduring products that helped establish the family business more than a century ago. Today, they continue to be made using the same philosophy that has guided Nairn’s through the years: simple, quality ingredients, carefully crafted to create naturally delicious food.
Kevin Butterworth, Nairn’s Marketing Director, said: “Reaching 130 years is a remarkable milestone and one that belongs not only to our business but to the generations of people who have welcomed Nairn’s into their everyday lives.
“When considering how to mark this anniversary, we wanted to create something that honoured our past while looking confidently to the future and so working with an artist who shares our roots felt like a natural fit.
“Emily’s design brings a fresh perspective to one of our most iconic products while staying true to the quality, authenticity and care that has always defined Nairn’s. Designed to stand out on shelf, we hope it sparks curiosity among those discovering the brand for the first time, while giving loyal customers a new reason to pick up a product they already know and love.”
The special edition pack forms part of Nairn’s 130th anniversary campaign, celebrating the brand’s enduring place in British food culture, from a traditional Scottish bakery to an internationally recognised snacking brand. While the business has grown over more than a century, it remains proudly rooted in Scotland while continuing to champion the versatility and goodness of oats across the UK and beyond.
The special edition Rough Oatcakes pack will be rolled out across major UK retailers this month and will feature throughout Nairn’s anniversary campaign across PR, social media and marketing throughout its milestone year.
For more information and a list of Nairn’s stockists, visit: www.nairns.com
