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Higgidy is laying out a major challenge to Ginsters with a move into chilled slices.

The brand has created a trio of slices – Ham Hock & Cheddar, Mature Cheddar & Onion, and Chicken, Bacon & Mushroom – which are due to roll into Waitrose and Sainsbury’s from 21 April (rsp: £2.20).

They are made using Higgidy’s “signature recipe” and 126 layers of all-butter puff pastry, and can be eaten hot or cold.

Higgidy said it wanted to tap “an increase in working from home lunches, with consumers looking for a convenient but tasty solution to this newly formed occasion”. 

They were “the ideal alternative to boring sandwiches and soups at home or for those looking for lunch at home or on the go”, said Higgidy co-founder Camilla Stephens.

The brand cited Kantar data that suggested slices were growing in popularity, with sales up 9% over the past year despite the pandemic’s effect on the wider on-the-go market [52 w/e 21 February 2021].

The launch will be backed by PR & social activity as well as in-store PoS and sampling aimed “at targeting a younger, millennial audience”, said Higgidy.

It’s the latest in a flurry of NPD from the brand over the past year. In 2020, Higgidy made a major move into the ready meals market with a quartet of premium meals such as a Mac ‘n’ Super Greens with a Crispy Kale & Pumpkin Seed Crumb and a Mushroom & Puy Lentil Cottage Pie, marking its first launches outside of savoury pastries.

Then, in November, it launched a range of vegan quiches and No Pork Pies to cash in on Veganuary. 

The news comes after a stellar year in the supermarkets for Higgidy. The brand grew its sales by almost a third (28.5%) in 2020, rising £7.4m to £33.4m [Nielsen 52 w/e 5 September 2020].

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