Higgidy Vegan Range Shot

Source: Higgidy

Higgidy has secured new Waitrose listings for two of its vegan products

Higgidy has become the “first-ever” non-vegan official sponsor of Veganuary. 

The partnership will include social media and email marketing activity, with the Veganuary logo appearing on Higgidy’s vegan content. The upmarket savoury pastry brand will also work with Veganuary on a pipeline of vegan products.

Higgidy said the tie-up was “testament” to its recent efforts to bolster its plant-based offering.

The majority of its range (78%) is now vegetarian, after it pledged in January 2022 to make 75% of its product range “veg-led” by the end of the year. 

For instance, it launched a duo of vegan products – Bang Bang Cauliflower Dinky Vegan Rolls and Spinach & Red Pepper Mini Vegan Muffins (rsp: £3.50/160g-170g) – in September 2022.

It has secured new Waitrose listings for both of these products to coincide with Veganuary; they will roll into the retailer this month, following a sampling campaign at over 30 stores nationwide on 7-8 January 2023.

Veganuary head of communications Toni Vernelli said she was “delighted to have Higgidy on board as a sponsor for 2023”.

“Our job is to help people try vegan – whether for the planet, animals or their health – and that is made much easier when brands like Higgidy produce tasty and accessible vegan products.

“We look forward to working with them as they increase their plant-based range.”

Higgidy CEO Rachel Kelley said it was a “real honour” to sponsor the campaign, which this year marks its 10th anniversary. 

“We hope this recognises the hard work we have put into ensuring the Higgidy brand is truly veg-led.”

It comes as a raft of own-label and branded vegan products have hit supermarket shelves over recent weeks, from Squeaky Bean’s plant-based chorizo to Asda’s OMV Butterm’lk No Chicken Tenders.