Higgidy Deli 1

Source: Higgidy

Higgidy began with 11 stores last spring across England

Premium pie maker Higgidy is extending its in-store deli counter at Sainsbury’s following a successful trial.

The West Sussex supplier will run a branded section of the deli counter in 244 stores by 22 January, offering a selection of its pies, quiches and sausage rolls. The likes of Free Range Chicken, Ham & Leek Pie; Smoked Salmon & Broccoli Quiche; Abergavenny Goat’s Cheese, Roasted Tomato & Basil Tart and pastry-free Spicy CherryBell Pepper Frittata will be available. 

There would also be “rotational special guest products… to drive innovation and bring new flavours to the deli on a seasonal basis” Higgidy said.

The brand’s rollout of counters across Sainsbury’s supermarkets nationwide follows a trial that kicked off last spring in 11 branches across England – from Cornwall and central London to the Midlands and West Yorkshire. It was extended in late July to 37 stores, with Sainsbury’s agreeing in November to the current expansion.

“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 Higgidy MD Mark Campbell.

It comes after the brand this month rolled its Miso Mushroom Vegan Rolls into Sainsbury’s and Ocado. Unveiled in November, they are made with chestnut and porcini mushrooms, pearl barley, spring onion, miso and soy, wrapped in vegan puff pastry and topped with a kale crumb.