Veg-led food brand Higgidy is set to make its frozen debut in a new partnership with Waitrose.
The new frozen range, set to complement Higgidy’s existing range of pies, quiches, and savoury snacks, will see four SKUs launch into Waitrose on 18 September. The range will come in twin-packs of pies or quiches, ready to cook straight from the freezer.
Higgidy CEO Rachel Kelley commented: “We wanted to offer our customers a convenient way to have Higgidy on hand whenever they need us, launching a new frozen range is a great way to do this. We are proud to partner with Waitrose to bring these products to market and are looking forward to introducing our popular pies and quiches to a wider audience.”
Neil Whelpton, Partner and Frozen Buyer at Waitrose, added: “We’re so excited to be bringing Higgidy to our frozen aisle, the products they have created specifically for us are just so tasty its tricky not to eat a twin pack by yourself! I hope our customers try and love them as much as we do.”
The new range includes Two Roasted Butternut Squash & Feta Pies (2 x 200g, RRP £5.95), Two Chicken & Creamy Leek Pies (2 x 200g, RRP £5.95), Two Roasted Pepper & Basil Quiches (2 x 155g, RRP £5.00), and Two British Steak Pies (2 x 200g, RRP £5.95).
NAM Implications:
- This frozen range is a natural build on its ambient range.
- Pressing most of the ‘frozen appeal’ buttons.
- Coupled with a Waitrose endorsement…
- …should make an impact on the category.
- Watch this space…
