Premium pie maker Higgidy is trialling an in-store deli counter in selected Sainsbury’s stores.
The West Sussex supplier has branded a section of the deli counters in 11 Sainsbury’s supermarkets to offer a 12-strong range including Free-Range Chicken, Ham & Leek Pie; Smoked Salmon & Broccoli Quiche; and Chestnut & Porcini Veggie Roll.
Locations are across England, from Truro and central London to the Midlands and Leeds, with branches including West Hove, Brighton; Pepper Hill, Gravesend; and Winterstoke Road, Bristol.
The trial is set to run until the end of August. However, if successful, it could be extended to more Sainsbury’s supermarkets across the UK, said Higgidy.
The brand’s partnership with the grocer brought “bold flavours and colours to Sainsbury’s deli counters, giving customers an even greater choice of Higgidy’s premium, hand-finished products” said Higgidy founder Camilla Stephens.
“This trial enables us to offer variety to both new and existing Higgidy and Sainsbury’s deli counter consumers.”
It comes after Samworth Brothers acquired a minority stake in Higgidy earlier this month for an undisclosed amount.
The deal gives the Ginsters owner an option of increasing its stake in Higgidy over the coming years, but the 16-year-old pie maker will continue to be run as a separate business from its premises in Shoreham-by-Sea.
Higgidy’s long-term ambition was “to build an enduring British food business that we can all be proud of in the decades to come” said its MD, Mark Campbell. “We’ve always known that to achieve this in our sector, we’d need to partner with a larger business at the right moment. With significant opportunities opening up for us in the market, this feels like the exactly right moment.”
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