Bloom unveils fresh packaging design for Higgidy

UK – Bloom design agency has introduced a revamped visual identity and packaging for Higgidy, a UK-based food brand known for its pies and quiches since 2003. 

The redesign aims to reconnect with a new generation of consumers while emphasizing sustainability and quality.

The updated packaging highlights Higgidy’s focus on taste and premium ingredients, featuring British-sourced components and free-range eggs. 

According to Bloom, the new design incorporates vibrant illustrations to maintain the brand’s distinctiveness, moving away from an outdated style that competitors had widely adopted. 

A tab system on the packs prominently displays key claims, such as sustainable sourcing, ensuring clear communication with shoppers.

Sarah Jackson, Higgidy’s marketing director, stated, “We needed a design that felt unmistakably Higgidy but stood out on crowded shelves. Bloom’s creative approach delivered exactly that.”

The redesign also includes a clear window to showcase the food, a feature consumers consistently requested during research, enhancing trust and appeal.

The packaging overhaul introduces a unified structure across Higgidy’s range, creating consistency for products sold in various supermarket sections. 

This cohesive design helps shoppers easily identify the brand, whether they’re browsing deli counters or ready-meal aisles.

Ed Hayes, Bloom’s chief strategy officer, noted that the deli food market is seeing significant growth, with consumers prioritizing quality and shareable snacks. 

The new packaging taps into this trend, balancing aesthetics with functionality to meet modern demands.

In related news, recent industry updates highlight a growing focus on sustainable packaging in the food sector. 

A report by a leading packaging consultancy indicates that 62% of consumers now prefer eco-friendly options, up from 52% in 2023. 

Innovations like plant-based materials and recyclable mono-materials are gaining traction, with companies like Cirkla launching molded fiber trays that reduce plastic use by 85%. 

These trays, made from sugarcane bagasse, are fully recyclable and integrate seamlessly into existing production lines, offering a scalable solution for brands aiming to meet regulatory standards.

Higgidy’s redesign aligns with these broader industry shifts, as the brand emphasizes sustainable sourcing and transparent messaging. 

The updated packaging is expected to roll out across UK supermarkets by late 2025, with an estimated cost of US$1.2 million for the redesign and implementation. 

This investment underscores Higgidy’s commitment to staying competitive in a market where eco-conscious choices and visual appeal drive consumer decisions.

Subscribe to our email newsletters that provide busy executives like you with the latest news insights and trends from Africa and the World. SUBSCRIBE HERE