Higgidy

What Higgidy does

Higgidy Limited is a UK food manufacturer founded in 2003 by Camilla Stephens, operating as a subsidiary of Samworth Brothers Ltd. The company designs, develops, and produces chilled savoury baked goods — pies, quiches, sausage and veggie rolls, frittatas, and a snacking/sharing range — plus dedicated vegetarian and vegan lines, based at its principal bakery in Shoreham-by-Sea, West Sussex.

The underlying technology is craft food manufacturing built around proprietary recipe development (multiple Great Taste Awards including a 3-star award, achieved by roughly 2% of entrants annually, in 2023 for the Porcini & Chestnut Mushroom Pie) and specified ingredient sourcing: all-butter pastry, free-range eggs, Red Tractor assured beef, Packington Free Range chicken, and palm oil procured through the RSPO Segregation Model. A UK patent application (GB 2608548.0) is pending on the Extra Mature Cheddar & Spring Onion Savoury Scone Bites formulation. Higgidy does not sell directly to consumers; products are distributed exclusively through UK retailers including Sainsbury's, Waitrose, Ocado, and Abel & Cole, with wholesale trade handled by Cotswold Fayre for delis, cafes, pubs, restaurants, and sandwich stalls. Consumer-facing brand is reinforced through 'The Higgidy Cookbook' (2013, updated 2018) and 'The Veggie Cookbook' (2019), a recipe website, monthly newsletter, and Instagram/Facebook presence.

The business model is B2B wholesale/retail supply: Higgidy manufactures finished chilled savoury products and sells them to grocery and trade stockists at retailer-set prices (no disclosed direct pricing or subscription model). Revenue is generated via one-time wholesale transactions through these retail and foodservice channels. End customers are UK consumers across personas including general ready-meal shoppers, vegetarian/vegan consumers, and outdoor entertaining buyers, served by a workforce of approximately 300 employees with reported gender pay parity.

Name

Higgidy

Legal name

Higgidy Limited

Website

https://higgidy.co.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

251–500 employees

Short description

Higgidy Limited is a UK chilled savoury baked goods manufacturer (pies, quiches, rolls, frittatas, vegan ranges) founded in 2003, supplying major UK supermarkets including Sainsbury's, Waitrose and Ocado, and trade channels via Cotswold Fayre from its Shoreham-by-Sea bakery, and operating as a subsidiary of Samworth Brothers Ltd.

Ownership category

akta.pro rank

Product category

Baked Savory Food Products

NAICS

Bread and Bakery Product Manufacturing (31181), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050)

akta.pro primary industry

Pretzels & Savory Baked Snacks Manufacturing (AFAKAIAD)

akta.pro secondary industries

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM), Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

Keywords

• Savory baked goods
• Pie manufacturing
• Ready meals
• Vegetarian baked food
• Quiche products

Headquarters

HQ city

Shoreham-by-sea

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Food Sales: Higgidy generates revenue through the manufacture and sale of pies, quiches, sausage rolls, and snacking products to retail partners who stock their products in supermarkets and online.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Higgidy manufactures hand-finished savory baked goods—pies, quiches, frittatas, sausage and veggie rolls, and snacking products—using all-butter pastry, free-range eggs, Red Tractor assured beef, outdoor-bred pork and RSPO-certified palm oil. Products are sold to UK consumers through major retail partners (Sainsbury's, Waitrose, Ocado, Abel & Cole) and a wholesale distributor (Cotswold Fayre), with no direct sales from the bakery.

Product overview

Higgidy is a British food company specializing in baked savory products. The product portfolio consists of core product lines: Pies (meat and vegetarian varieties like steak, chicken, mushroom), Frittatas (protein-packed egg dishes), Quiches (sharing and individual sizes), Sausage and Veggie Rolls, Snacking & Sharing products (Savoury Scone Bites, Mini Muffins, Little Lattices), and a dedicated Veggie/Vegan range. The company also publishes consumer cookbooks. Products are manufactured at their bakery in Shoreham-by-Sea, West Sussex, and distributed through major UK retailers including Sainsbury's, Waitrose, and Ocado. The company is committed to quality ingredients including Red Tractor assured beef, free-range eggs, and outdoor-bred pork.

Differentiator

Problem solved

Functional benefit

Products and services

• Pies Flagship savory range of meat (steak, chicken) and vegetarian pies baked in all-butter shortcrust pastry with various toppings, sold through UK supermarkets.
• Frittata Protein-packed frittata products featuring free-range eggs, vegetables, and flavour combinations such as Beechwood Smoked Bacon & Mature Cheddar and Greek Feta & Marinated Tomato.
• Quiches Quiche range including sharing quiches and little quiches with varieties such as Spinach, Red Pepper & Greek Feta, Shakshuka-Inspired Red Pepper & Greek Feta Brunch, and smoked salmon.
• Sausage and Veggie Rolls Rolls including Great British Pork & Onion Sausage Rolls, Hoisin Pulled Mushroom & Spring Onion Rolls, Greek Feta & Chargrilled Red Pepper Rolls, and Hot Honey & Cypriot Halloumi Rolls.
• Snacking & Sharing Snackable and shareable baked products including Extra Mature Cheddar & Spring Onion Savoury Scone Bites, Crushed Sweetcorn & Jalapeño Savoury Scone Bites, Little Lattices and Mini Muffins.
• Veggie Range Vegetarian product line of pies, quiches, rolls and snacks including Marinated Tomato, Broccoli & Spinach Vegan Quiche and Hoisin Pulled Mushroom & Spring Onion Rolls.
• Vegan Range Dedicated vegan product line featuring plant-based pies and quiches made with seeded spelt shortcrust pastry and creamy oat filling.
• The Higgidy Cookbook Cookbook featuring feel-good family food recipes, originally published in 2013 and updated in 2018 with 14 new recipes including simple suppers and elaborate dishes.
• Higgidy: The Veggie Cookbook Cookbook dedicated to vegetable-based recipes for every occasion, from filling family meals to food on the go and sweet treats.

Quantifiable outcome

• 10.9 million pies, quiches and rolls sold in 2018
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Cotswold FayrecoreChannel Partner/ Reseller/ DistributorCotswold Fayre serves as the wholesale distribution partner for Higgidy, supplying pies, quiches, sausage rolls, and snacking products to shops, delis, cafes, pubs, restaurants, and sandwich stalls. They handle all wholesale enquiries and can be contacted at [email protected].
• Red TractorcoreStrategic or Co-development PartnerRed Tractor is the UK farm assurance scheme that ensures British beef is responsibly produced and fully traceable. Higgidy uses Red Tractor Assured beef across their steak pie range, meeting robust standards for food safety, traceability, and animal welfare at every stage.
• Packington Free RangecoreOthersPackington Free Range has been supplying Higgidy's free-range British chicken for over 10 years. They are passionate about provenance and sustainable, ethical farming practices.
• Roundtable on Sustainable Palm Oil (RSPO)coreStrategic or Co-development PartnerHiggidy procures 100% of their palm oil through RSPO's Segregation Model, ensuring palm oil only comes from RSPO certified sources and isn't mixed with uncertified oil in the supply chain.
• FareShare SussexminorOthersHiggidy regularly donates surplus products to FareShare Sussex, who redistribute food to around 120 local charity and community projects. In one year, Higgidy donated 15.526 tonnes of products, helping feed 8691 people weekly.
• British Hen Welfare TrustminorOthersHiggidy supports the British Hen Welfare Trust which has rehomed over 700,000 hens since 2005. Higgidy uses only free-range eggs in all recipes and educates consumers on choosing free-range options.
• Family Holiday AssociationminorOthersHiggidy works with the Family Holiday Association to help families facing challenges such as illness, bereavement, and disability enjoy much-needed breaks or days out with loved ones.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wright's Pies: Established UK pie manufacturer supplying grocery, foodservice, and stadium/event channels. Direct comparable on core product (pies) and UK retail/foodservice distribution model.
• Pukka Pies: UK manufacturer of savory pies and baked goods sold through major UK grocery and foodservice. Directly comparable to Higgidy in product format (pies, quiches), retail channel mix, and target consumer occasion (lunch, dinner, snacking).
• Ginsters: One of the UK's largest producers of savory pastry products (slices, pies, sandwiches) distributed through UK grocery and convenience. Comparable to Higgidy in chilled savory category presence and supermarket distribution, though Ginsters skews more value-tier.
• Pork Farms: UK producer of pork pies, sausage rolls, and savory baked snacks with major UK grocery and convenience presence. Closely comparable to Higgidy's sausage rolls and snacking range.

Emerging players

• Peter's Yard: Premium Swedish-style crispbread and baked goods brand sold through UK premium grocery (Waitrose, Ocado) and delis. Comparable to Higgidy in premium positioning, Waitrose/Ocado distribution, and artisan ingredient story, though focused on crackers/bread rather than savory pies.
• The City Bakery / premium UK savory bakers: Smaller premium UK chilled savory bakeries sold via independent retailers, delis, and farm shops. Comparable to Higgidy on artisanal positioning and ingredient quality, though lacking Higgidy's national supermarket scale.

Broad incumbents

• Wall's Pastry: Long-established UK pastry and pie brand (part of Addo Food Group) with broad grocery and foodservice presence. Comparable to Higgidy across savory pastry categories, though Wall's operates at greater scale and a wider product portfolio.
• Côte D'Or / Marks & Spencer Made Without Wheat: Marks & Spencer's own-label chilled savory pastry range competes directly on premium supermarket shelves with Higgidy. Comparable as a premium UK retailer-private-label competitor in pies, quiches, and tartlets.

Regional players

• Soreen: UK malt loaf and baked snack brand stocked in major UK supermarkets. Comparable to Higgidy in supermarket distribution model and snack/baking category adjacency, though malt loaf is a different format.

Others

• Samworth Brothers (parent group): Diversified UK food manufacturing group and Higgidy's parent company. Comparable as a strategic owner/operator in UK chilled savory and bakery manufacturing, providing context on Higgidy's corporate structure and resource pool.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/higgidy
• Instagraminstagram.com/higgidy
• Xx.com/higgidy

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Higgidy