Higgidy is embracing international ingredients and on-trend flavours, such as hot honey, as part of a new four-strong range of savoury snacking options for summer 2025.
The rise of the ‘picky tea’ or unstructured eating has boosted Higgidy sales, according to CEO Rachel Kelley who said the trend rose during the pandemic and has definitely “stuck”.
As such, Higgidy said it now accounts for 29% of all premium savoury snacking, by volume, in the UK [Circana 52we 25/01/2025]. This has led to a 15.4% volume growth for the brand during that period and represents a 33% uplift since 2022.
The brand, which is part of the Samworth Brothers portfolio, continues to lean into this with its latest NPD in the form of mini rolls and little lattices. The new products are:
- Cypriot Halloumi & Hot Honey Rolls (rsp £3.30) – these rolls blend halloumi, red pepper, and mascarpone cheese with a honey and red chilli sauce, wrapped in all-butter puff pastry and topped with Aleppo chilli
- Cypriot Halloumi & Pesto Little Lattices (rsp £3.85) – an all-butter puff pastry case, packed with halloumi, basil pesto, spinach and creamy mascarpone cheese, topped with a mature Cheddar and basil crumb
- Great British Pork Dinky Sausage Rolls (rsp £3.85) – this twist on the classic combines British outdoor-bred pork sausage meat with smoky tomato ketchup and marinated tomatoes, wrapped in all-butter puff pastry, topped with a mature Cheddar and marinated tomato crumb
- Hoisin Pulled Mushroom & Spring Onion Rolls (rsp £3.30) – pulled mushrooms are paired with sweet hoisin, spring onions and spinach before being wrapped in flaky puff pastry and sprinkled with linseeds, Aleppo chilli and smoked sea salt.
Higgidy has also revamped its rolls range with new recipes and flavour combinations for existing products. They are: Greek Feta & Chargrilled Red Pepper Rolls with a slow-roasted tomato crumb, Cheddar & Caramelised Onion Chutney Rolls with a crispy onion crumb, Great British Pork & Onion Sausage Rolls with a herb sprinkle, and Beechwood Smoked Ham Hock & Mature Cheddar Sausage Rolls with Dijon mustard.
The new and improved products are available now in many of the major retailers nationwide.
Other recent NPD from Higgidy include individual and sharing quiches, with a Mature Cheddar & Crispy Chilli Oil Little Quiche among them, and a limited-edition Braised Beef & Butter Bean Pie co-created by comedian and TV presenter (as well as Higgidy brand ambassador) Judi Love.
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