Ginsters managing director Emma Stowers has been named interim CEO at Samworth Brothers stablemate Higgidy.
The move comes as Higgidy’s current CEO, Rachel Kelley, is set to depart taking up a new role as managing director of KTC Edible Oils.
Kelley, who has led the savoury pastry brand for over five years, oversaw Higgidy’s successful transition into Samworth Brothers and drove growth through traditional grocery channels with innovation, including the Higgidy Slow Cooked Steak & Guinness Pie, internationally inspired mini rolls and lattices, and recently unveiled quiches and scone bites.
The CEO was also responsible for expanding distribution through new channels for the brand, including listings with British Airways and recipe box subscription service Gousto.
“It has been an absolute pleasure to work with Rachel,” said Matt Austin, group chief brand and strategy officer at Samworth Brothers. “She has played a key role in leading growth for the Higgidy brand and her vision and passion will be missed.”
With Kelley set to move on at the end of July, Emma Stowers steps into the interim role, taking the helm at Higgidy while continuing her current role as managing director at Ginsters.
Stowers spent four years as marketing director at Ginsters before being promoted to MD in December 2025. She has had a leading role in resetting the Ginsters brand strategy including bringing to market the multimillion pound ‘Taste the Effort’ campaign which has delivered significant positive impact on brand equity along with sales and penetration, according to Samworth Brothers.
She has also overseen the Ginsters redesign and NPD strategy, which has included rolling out the Ginsters Pastry Toastie.
Emma’s work has made a huge contribution to consistent volume sales growth and has been instrumental in ensuring Ginsters has maintained its market share leadership.
“We are really excited about Emma’s new dual role. Emma has really driven Ginsters’ recent success and transformed consumer perceptions of the brand. Emma has really made her mark since being promoted to Ginsters MD and we can’t wait to see the results as she brings her expertise to Higgidy too,” Austin added.
No comments yet