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Nairn’s takes flight: Scottish food brand expands into airline catering through WTCE
From oatcakes to onboard snacks, Nairn’s proves that even a 129-year-old brand can find new altitude when the right products meet the right audience.
For more than 125 years, Nairn’s Oatcakes has been a household name in the UK. Best known for its oatcakes and gluten-free biscuits, the Edinburgh-based brand has long held pride of place in the supermarket “free-from” aisle. But in recent years, the company has been looking skyward, expanding into food service and, increasingly, airline catering.
That journey took a major step forward at World Travel Catering & Onboard Services Expo (WTCE), where Nairn’s connected with airline buyers, tested its product range against the realities of inflight catering, and walked away with contracts that are now reshaping its growth strategy.
From Retail to Runways
“Historically, Nairn’s was built in retail,” explains Scott McPherson, National Account Manager. “But in the last five to ten years we’ve diversified into other areas, and food service has become the biggest percentage growth area of our business.”
The challenge, however, was breaking into airlines – a sector where price and packaging formats are crucial, and where oat-based products can appear less competitive against cheaper wheat-based snacks.
As National Account Controller Ken Cameron puts it,
WTCE opened our eyes. We realised airlines were looking for products that were gluten-free, vegan, and inclusive. Suddenly, what we’d always considered a niche strength became a mainstream opportunity.
Showcasing the Right Products
At WTCE, Nairn’s showcased a condensed range of savoury and sweet snacks –products that could flex across different flight meal services, from breakfast to evening snacks.
The stand itself stood out in other ways too. McPherson and Cameron leaned into the company’s Scottish roots by wearing kilts for the first two days of the show. “It didn’t cost anything, but it definitely made us memorable,” laughs Cameron.
Beyond the tartan, the focus was on sampling. “Ultimately, the biggest selling point we can do for a product is for someone to try it,” says McPherson. “That moment with the decision-maker is invaluable.”
Big Wins and Bigger Lessons
After securing a significant contract with British Airways to supply 3.5 million packets, which proved the brand's potential in the airline catering market, the team expanded on this momentum by attending WTCE. The approach paid off, as Nairn's walked away from the event with around 20 strong leads, including introductions to other major airlines and brokers.
Equally important, the show provided strategic insights. Airlines increasingly want to simplify catering by offering one snack suitable for everyone, rather than separate products for coeliacs or vegan passengers. That shift plays directly into Nairn’s strengths.
“We’ve always led with gluten-free as our point of difference,” says Cameron. “Now we’re being asked for more mainstream products too. WTCE gave us the conversations that are shaping our next wave of product development.”
WTCE as a Launchpad
Both McPherson and Cameron emphasise the quality of contacts they met at WTCE compared with broader trade shows. “We weren’t just talking to people browsing,” says Cameron. “We were meeting the decision-makers – the people who sign contracts. That makes all the difference.”
The New Exhibitor Village also proved valuable, attracting buyers on the lookout for fresh suppliers. “It’s a great way to dip your toe in before investing in a bigger stand,” notes McPherson.
While Nairn’s used WTCE’s Connect platform to pre-book meetings, most of the brand’s success came from stand traffic and spontaneous conversations. “It’s a small pool of contacts,” McPherson adds, “but getting in front of the right person, with the right product, is what counts.”
The Sky’s the Limit
For Nairn’s, the airline channel is not just about sales, but also about marketing reach. Supplying millions of passengers with gluten-free oat-based snacks is a powerful way to build brand awareness internationally.
“We make less profit on airline packs than in supermarkets,” admits Cameron, “but it’s a sampling opportunity at scale. If someone tries our oatcakes on a flight and then recognises us in the supermarket, that’s a win.”
The company is already planning its return to WTCE in 2026, this time with new product development inspired directly by airline feedback from last year’s show.
“If it’s Nairn’s in the sky, then it’s done the job for us,” says Cameron. “WTCE gave us the contacts, credibility and confidence to grow in this sector. We’ll be back.”
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