Subscribe now to British Baker
  • Bakery Info
Higgidy branded counters trialled in Sainsbury's stores

Sussex-based pastries supplier Higgidy has partnered with Sainsbury’s to trial a branded product range on the retailer’s deli counters.

Initially launching in 11 Sainsbury’s stores, mainly in the south of England, the range comprises 12 hand-finished products including: free-range chicken, ham & leek pie, smoked salmon & broccoli quiche, chestnut & porcini veggie roll and a vegan sweet potato & red onion parcel.

Alongside established favourites, the business is also supplying seasonal recipes, such as an Abergavenny goat’s cheese, roasted tomato & basil tart.

“This is an exciting offer that will bring bold flavours and colours to Sainsbury’s deli counters, giving customers an even greater choice of Higgidy’s premium, hand-finished products,” said Higgidy founder Camilla Stephens.

“With 12 recipes to choose from, including pastry-free and vegan, this trial enables us to offer variety to both new and existing Higgidy and Sainsbury’s deli counter consumers.”

If successful, the range may be rolled out to more Sainsbury’s supermarkets across the UK.

News of the trial comes just weeks after Ginsters’ owner Samworth Brothers acquired a minority stake in Higgidy.

Previous tie-ups between Sainsbury’s and bakery producers included the sale of Patisserie Valerie branded goods from the retailer’s patisserie counters. Initially launched on a trial basis, this expanded to 70 stores, but ended with the collapse of Patisserie Valerie owner Patisserie Holdings in January this year.


Calendar