Higgidy extends branded deli counters in Sainsbury’s

Premium pie and quiche brand Higgidy is extending its in-store deli counters at Sainsbury’s to more than 200 stores following a successful trial.

The counters – which host a range of Higgidy’s pies, quiches and tarts, among other items – will roll out to a further 207 Sainsbury’s stores by 22 January, taking the total number to 244.

Available items will include a ham & leek pie, smoked salmon & broccoli quiche, brie & spiced chutney quiche, roasted tomato & basil tart and a pastry-free spicy CherryBell pepper frittata.

Rotational special guest products, such as a bacon & cranberry pie, have also been introduced to drive innovation and bring new flavours to the deli on a seasonal basis, according to Higgidy.

The concept was first trialled last summer, and came weeks after Ginsters’ owner Samworth Brothers acquired a minority stake in the business.

“This is an exciting partnership that will add bold new flavours and colour to the deli counter, and we’re excited to see what the future holds,” said Mark Campbell, managing director at Higgidy.

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