Higgidy and Thatchers have announced a new partnership that will see the bakery brand leveraging the awareness of the cider brand to deliver a premium meal option that's unlike anything else on the market.
The partnership spotlights the Higgidy Creamy Chicken, Mushroom & Thatchers Cider Pie, which pairs 100% British chicken with a mushroom blend and Thatchers Cider to achieve an unforgettable taste experience. The pie is also infused with blended beans, butternut squash puree, and whipping cream to further elevate the indulgent taste and texture in each bite. The pie will go on offer this September to work well for consumers who will be organically reaching for heartier meal options to close out the summer.
The Higgidy Creamy Chicken, Mushroom & Thatchers Cider Pie will feature a 200-gram size and come with a £3.75 price point.
Why This Trend Is Growing
- Alcohol-infused Comfort Foods
- Premium savory meals featuring branded cider, beer, or spirits create differentiated flavor profiles that bridge indulgent dining and familiar grocery formats.
- Collaborative Grocery Launches
- Cross-brand partnerships between food producers and beverage makers expand shelf appeal by combining built-in audiences with novel product storytelling.
- Seasonal Hearty Meals
- Transitional late-summer and autumn-ready recipes reflect demand for convenient comfort foods that feel premium, warming, and occasion-specific.
Industries Being Reshaped
- Prepared Foods
- Ready-to-heat pies and meals are evolving through elevated ingredients, co-branded recipes, and restaurant-inspired flavor combinations.
- Bakery Products
- Savory bakery items gain competitive distinction when traditional pastry formats incorporate unexpected fillings, premium proteins, and beverage-led flavor cues.
- Alcoholic Beverages
- Cider and other drinks brands can extend cultural relevance beyond the glass through culinary collaborations that translate signature flavors into packaged meals.
