Upmarket pie brand Higgidy plans to double the size of its business to £8m in the next year through new category launches and upscaled distribution.

The premium brand is rolling out a range of quiches this month in its first move beyond pies. It claims the three-strong range, which is arriving in Sainsbury's now, is the only premium branded quiche on offer in supermarkets.

The company is also rolling out two 'Skinny' pies into Sainsbury's, with a third to be added later this year. The products are shallower and include less super-indulgent ingredients, therefore less calories per portion.

"We see a real opportunity around premium NPD," said MD James Foottit. "There's been so much manufacturer consolidation within pies that NPD has been weak as a result. We're really focusing on taste and quality and retailers such as Sainsbury's are excited about what we're doing at the premium end."

The business, which is on track to top £4m sales this year, up from £1.5m in 2007, believes it can double turnover in the next 12 months. It is currently in negotiations to extend its facilities in Shoreham, West Sussex, with a plan to triple capacity this year. This would facilitate a listing with another major multiple, set to be finalised by October, as well as another major listing in 2009. It is also talking to Sainsbury's about listing the 10-strong range in its Local stores.

"Sainsbury's is very open to the idea," added Foottit. "But it's a big market to go for, so we have to be cautious. Our products are all handmade, so it's not simply a case of turning up the speed of the machine. We need to tread carefully."

The brand launched in Booths in November 2006, then hit Sainsbury's with two lines in February 2007.

n Separately, organic company Fresh! is adding a range of pies and quiches to its salad and sandwich portfolio. Rolling out now, the range includes three pies and two quiches, with seasonal lines to be introduced throughout the year.

Topics