to its range of pies and quiches with three sausage roll NPDs in time for the summer.Designed for picnics or snacking on the go, each pack will include six individual sausage rolls and sit in the chilled snacking aisle.
The move into the branded sausage roll market comes as the company, who turned over £15m in 2013, reported seeing a 75% increase in pie sales alone last year.
Higgidy sausage rolls will be available in three varieties: Herby Pork & Pancetta, Roasted Tomato & Pork, and the vegetarian Feta & Red Pepper.
The range stays true to the brand’s values, each being finished by hand and made with kitchen cupboard ingredients at its kitchen in Shoreham-by-Sea, West Sussex.
Hitting shelves in mid-May in a distinctive ‘picnic basket’ open-style box, allowing consumers to see the sausage rolls beneath, they will be available in Waitrose, Ocado and Booths.
Each variety will retail at £2.49 for a pack of four, with a two-for-£4 price promotion at launch.
Higgidy commercial director Mark Campbell said:
“We spotted a huge opportunity in the sausage roll market and are excited to be bringing some fresh NPD to the table.
“Against a competitive set dominated by own-brand, our premium branded sausage rolls offer real stand-out both on-shelf and in taste.
“With summer approaching we’re giving consumers a premium alternative to the usual sausage rolls that dominate the aisle – a tasty, hand-finished product to take to picnics, share for lunch or as an on-the-go snack”
