June 13

Higgidy Launches Into New Category

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Savoury pastry brand Higgidy is making its first foray into the ready meals market with the launch of its new vegetarian and plant-based dishes.

The brand stated that the NPD taps into the UK’s growing interest around healthy eating and is aimed at providing a convenient meal solution for consumers who want to incorporate more vegetables into their diets but lack the time to cook from scratch on a regular basis.

The range comprises four SKUs – Mac ‘n’ Super Green with a Crispy Kale & Pumpkin Seed Crumb, Mushroom & Puy Lentil Cottage Pie with Kale & Butter Bean Mash, Roasted Aubergine & Pepper Gratin with Cherry Tomatoes, and a Roasted Cauliflower & Paneer Curry with Carrot Bhaji Crust.

Higgidy ready meals

Camilla Stephens, Co-founder of Higgidy said: “At Higgidy we’re all about glorious everyday cooking to help people live well. We know that many of our consumers are busy and don’t always have the time to cook so that’s where we step in – doing the hard work for them.

“We are also very fortunate that we have very vocal and loyal consumers and through their feedback we have discovered what an important role our products play for vegetarians and flexitarians. We wanted to couple this with our existing expertise in using vegetables within our recipes – celebrating the delicious flavours and textures of veg, and our new vegetarian and plant-based dishes do just that.”

An on-pack rainbow takeover will feature on all four SKUs in aid of NHS Charities Together with 100% of proceeds during the first 8 weeks of launch going directly to the charity. An #EattheRainbow social and PR campaign encouraging celebrities influencers and consumers to share vegetarian recipes in aid of the NHS will also be implemented to support the launch.

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The range will available exclusively in Sainsbury’s from 24 June with an RRP of £4.25.



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