The fresh design will first be introduced across the brand’s range of quiches, before moving onto its pies and rolls.
Designed to “whet the appetites of savoury pastry shoppers as they navigate supermarket aisles” the new packs feature a large to help showcase the Higgidy products inside.
The packs retain the colourful design that adorned their predecessors, in addition to illustrations aimed at bringing to life the “abundance of wholesome quality ingredients packed into every delicious Higgidy product”.
The new Higgidy packs, which were developed by design agency Bloom, also feature the Red Tractor kite mark on relevant meat products and highlight the use of free-range eggs and British produce.
“We are really excited to share our new pack designs with our retail partners and customers,” explained Higgidy marketing director Sarah Jackson.
“Our new design really brings to life how packed full of tasty ingredients Higgidy’s range is, clearly signposting the range and making it easy for our customers to shop the savoury pastry aisle.”
Meanwhile, the creative lead at Bloom, Lottie Peterson, said: “Higgidy came to us looking to bring relevance, modernity and coherence to their portfolio. We crafted a confident new illustration that brings to life Higgidy’s personality and showcases the abundance of their deliciously tasty ingredients.
“The brand marque now sits proudly in the centre of the design, with the illustration bursting out from behind, perfectly depicting how Higgidy products really do look as good as they taste.”
Founded in 2003, Higgidy is based in Shoreham-by-Sea in Sussex and produces a range of chilled savoury pastry items such as pies, quiches and rolls. In 2021, food manufacturing Samworth Brothers took a controlling stake in Higgidy, adding the brand to a portfolio that now includes Ginsters and Soreen.
In other news, Co-op is recalling a pork pie product because the label does not mention that the product contains milk.
