Premium pie and quiche brand Higgidy has announced a new brand renovation programme, and aims to “disrupt” the category.

The refocused Higgidy brand “has been built upon in-depth research into usage and attitudes within the category, and supported by extensive consumer insight”, according to the company.

The sharpened brand proposition will be delivered via new packaging across its 33-strong portfolio of pies, quiches and sausage rolls, delivered by design agency B&B Studio and on-shelf now.

The brand will also launch its first ad campaign in April 2017, with Grow@Mindshare and B&B Studio, and there will also be a new website.

The refocused brand is based around the philosophy that “the best food always looks a bit Higgidy”, which celebrates the individuality of each Higgidy pie, quiche, and sausage roll and challenges ideals of perfection.

Each product in the range will now have its own eye-catching bespoke packaging design, featuring a hand-drawn illustration inspired by its recipe and an eclectic collection of ceramic plates, while the bold colour scheme serves to create a new code in the category and deliver real stand-out on shelf.

Higgidy managing director Mark Campbell said: “An enormous amount of thought and rigour has gone into this new approach. For the last 13 years, we’ve been entirely product-led and seen as a challenger brand, but we see this move as a step towards Higgidy becoming an established British brand with a unique and differentiating philosophy.

“The new packaging is just one part of our commitment to an ongoing programme, which aims to disrupt the category.”

The packaging can be seen on shelves now across major retailers including Sainsbury’s, Tesco, Waitrose, Ocado, The Co-op, Morrisons, Asda, Budgens and Booths.