The traditional lunchbox as we know it is changing, as Brits are choosing to wolf down more savoury pastry than ever before, with popular treats such as quiche, pork pies and pasties replacing lunchtime staples such as sandwiches and salad.

Over the last 12 months, savoury pastry in-home lunch occasions rose by 33% and were eaten at over a million more mid-week lunches vs 2019 – contributing to 3 x the additional spend usually put towards savoury pastry as an evening meal. *

What's more, as office workers return to work, this trend doesn't seem to be slowing down. Us Brits are continuing to spend 32% more on savoury pastry meals than we do on an average meal deal, in a bid to save the pennies and recreate out of home experiences within our office packed lunches. **

Quiche, traditionally a dish served at picnics, is now one of the most popular lunch choices accounting for a third of savoury pastry lunchtime occasions. The UK bought a whopping £188.5M worth of quiche last year, up 8%. Higgidy has also seen strong sales so far this year too, with £8.3M worth being bought this year****.

Most popular flavours amongst Brits include Quiche Lorraine, accounting for 28.0% of value share, and Cheddar & Onion accounting for 20.0%*. The most popular days to eat quiche fall on a Tuesday, Wednesday and Thursday where it now accounts for over 1 in 6 meal occasions. ***

Rachel Kelley CEO of Higgidy comments: “We've seen huge growth within the savoury pastry category as consumers turn to classic foods that they know, trust and enjoy – particularly during times of recession when we know comfort is a key purchase driver. Over the last 12 months, Higgidy has seen growth of 24.47%, of which £22.8m has come from quiche sales as a result of people trading up and treating themselves to more premium meal options. We've had to expand our production facilities to accommodate the demand, which we anticipate will continue once people return to the office.”


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For more information, please contact higgidy@kazoo.co.uk or call the team on 07555 764052

Source:
*Kantar, usage data, total savoury pastry, meal occasions, value GBP, 52 w/e 01 November 2020 vs last year
*Source: IRI Market data, Chilled Savoury Pastry Category, MAT to 16TH May 2021, Total Market
**Kantar, usage data, total savoury pastry, % meals followed by a dessert, 52 w/e 01 November 2020
***Kantar, usage data, total savoury pastry, day of week, occasions %, 52 w/e 01 November 2020
****IRI Market data, Chilled Savoury Pastry Category, value, MAT & YTD data to 16th May 2021, Total Market

Notes to Editors:

About Higgidy
Camilla Stephens founded Higgidy in 2003 after being inspired by companies like Innocent and Green & Blacks and driven by the desire to share her home-cooked pies with everyone.
Inspired by her family's love of her culinary creations, she set up Higgidy, producing handmade award-winning pies near her home in West Sussex. This home-cooked philosophy remains at the heart of the Higgidy Kitchen and of all the recipes Camilla and Higgidy's 300-strong team create – using top-notch ingredients from trusted suppliers and finishing each and every product by hand.

Higgidy's signature Chicken & Ham Hock Pie was crowned Class Winner (in the Chicken Pie category) and awarded a Gold Award at the 2020 British Pie Awards. The brand's pies, quiches and rolls have also been awarded Great Taste Awards.

In 2019 Camilla wrote 'Higgidy: The Veggie Cookbook', sharing 120 glorious everyday recipes that help you to experiment with veggies in a whole new way.

Higgidy continues to increase its plant-based and vegetarian offering, with 70% of its range now entirely meat-free. Most recently, Higgidy launched the UK's first Vegan Quiche, alongside No-Pork Pies for Veganuary 2021. In July 2021, the brand will also launch its first-ever range of veg-packed quiches, introducing first to market veg-packed pastry, containing more than 30% fruit and vegetables.

Higgidy is also part of Samworth Brothers, a fourth-generation family business which owns staple British food brands including; Ginsters, Soreen and West Cornwall Pasty Co.

Higgidy Fact Sheet

Higgidy makes over 260,000 pies, quiches and rolls every week

Higgidy was named as one of the fastest growing companies in London Stock Exchange's 1000 Companies to Inspire Britain 2016

James & Camilla have grown the business from a kitchen start-up in just 15 years

Higgidy now has a team of 300 people and supplies pies to over 2500 supermarkets and stores across the country

www.higgidy.co.uk