Six out of ten haggis sold in the UK are bought outside Scotland, research has shown
The surprising news comes as shops across the country have seen record-breaking sales of the classic dish in the run-up to Burns Night tomorrow.
Scotland's national dish will be served to celebrate the 258th birthday of the nation's most famous poet, Robert Burns.
Simon Howie, family butchers of Perth, revealed that last Thursday was the firm's biggest-ever day for haggis deliveries to UK supermarkets.
Robert Burns, Scotland's most famous poet
Indeed, now six out of every ten haggis we sell are sold out with Scotland to the rest of the UK
The business – which sold more than £3million-worth of haggis last year – was recently named as the world's best-selling haggis producer.
Mr Howie said: "As of last week, our delivered-in volumes of haggis have increased by an incredible 40 per cent on last year, and we have sold 32 per cent more cases of haggis into the rest of the UK than the previous year.
"Indeed, now six out of every ten haggis we sell are sold out with Scotland to the rest of the UK."
Supermarket Asda reported that more than 50 tons of haggis will be sold this year, with sales increasing by almost 20 per cent across its 61 Scottish stores.
The retailer has released a list of the nation's top-selling haggis stores, with Edinburgh Brunstane coming in at number one, followed by Livingston and Robroyston in Glasgow.
Some stores will be celebrating the day by having traditional bagpipers in store and an authentic address to the haggis taking place live.
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Local buying manager Heather Turnbull said: "Year-on-year, we've seen sales of haggis grow with an expected peak around Burns Night.
"With the large variety available throughout the year, we're seeing that Scots are enjoying haggis more often and not just limiting themselves to Burns.
"Innovations such as party bits and haggis pakora are also becoming more and more popular."