The Higgidy frozen range has been created by the UK-based pastry brand in partnership with Waitrose as a series of baked goods that are ready to be tossed in the oven for a freshly baked final product.
The product range comes with four SKUs in total including twin packs of the Roasted Red Pepper & Basil Quiches, Chicken & Creamy Leak Pies, British Steak Pies and Roasted Butternut Squash & Feta. The products can be freshly baed in the oven or an air fryer in 30 to 35-minutes and are arriving exclusively at Waitrose locations in the UK starting on September 18, 2023 priced between £5 and £5.95.
CEO Rachel Kelley commented on the Higgidy frozen range saying, "We wanted to offer our customers a convenient way to have Higgidy on hand whenever they need us, launching a new frozen range is a great way to do this. We are proud to partner with Waitrose to bring these products to market and are looking forward to introducing our popular pies and quiches to a wider audience.”
Key Themes Behind This Trend
- Ready-to-bake Frozen Pies
- The Higgidy frozen range offers convenient, ready-to-bake pies and quiches that can be freshly baked in the oven or an air fryer.
- Partnerships with Retailers
- The partnership between Higgidy and Waitrose allows for the expansion of the frozen product range, reaching a wider audience.
- Convenience Foods
- The Higgidy frozen range provides time-saving options for consumers who want delicious baked goods without the hassle of making them from scratch.
Where This Applies
- Frozen Food Industry
- The Higgidy frozen range taps into the growing market for convenient and ready-to-bake frozen foods.
- Retail Industry
- Retailers like Waitrose benefit from partnerships with brands like Higgidy to offer innovative and unique products to their customers.
- Food Manufacturing Industry
- The Higgidy frozen range presents an opportunity for food manufacturers to expand their product offerings and meet the demand for convenient, ready-to-bake options.
