The range, inspired by consumer feedback, has been created with busy lifestyles in mind, providing meat-free dishes that can be popped in the oven and require little to no preparation.
“At Higgidy we’re all about glorious everyday cooking to help people live well. We know that many of our consumers are busy and don’t always have the time to cook so that’s where we step in – doing the hard work for them,” said Camilla Stephens, co-founder, Higgidy.
“We are also fortunate that we have very vocal and loyal consumers and through their feedback we have discovered what an important role our products play for vegetarians and flexitarians.
“We wanted to couple this with our existing expertise in using vegetables within our recipes - celebrating the delicious flavours and textures of veg, and our new vegetarian and plant-based dishes do just that.”
The NPD taps into the UK’s growing interest around healthy eating and is aimed at providing a delicious, convenient meal for consumers who want to incorporate more vegetables into their diets but lack the time to cook from scratch on a regular basis.
The range comprises four recipes featuring Higgidy’s signature twist on a classic dish such as curry, macaroni cheese, aubergine gratin and cottage pie.
Consumers can choose from; Mac ‘n’ Super Green with a Crispy Kale & Pumpkin Seed Crumb, Mushroom & Puy Lentil Cottage Pie with Kale & Butter Bean Mash, Roasted Aubergine & Pepper Gratin with Cherry Tomatoes and a Roasted Cauliflower & Paneer Curry with Carrot Bhaji Crust.
An on-pack rainbow takeover will feature on all for SKUs in aid of NHS Charities Together with 100% of proceeds during the first eight weeks of launch going directly to the charity.
An #EattheRainbow social and PR campaign encouraging celebrities influencers and consumers to share vegetarian recipes in aid of the NHS will also be implemented to support the range, which will launch exclusively into Sainsburys from June 24 with an RRP of £4.25.