Alexir Packaging have printed 40,000
unique cartons for the cost of the
raw materials to show their support
for the ‘Eat the Rainbow’ campaign.
On 24th June, Higgidy are launching their new veggie and plant based oven-bake dishes in Sainsbury’s, which include the delicious-sounding Roasted Cauliflower & Paneer Curry, Roasted Aubergine & Pepper Gratin, Mac ‘n’ Super Greens and Mushroom & Lentil Pie. The intention of the new range is to highlight the versatility and brilliance of vegetables by putting them at the centre of the plate. It also enables the Higgidy brand to enter a new category for the first time outside of savoury pastry.
To celebrate the launch. of their ‘Eat the Rainbow’ campaign, Higgidy will be donating 100% of sale profits for the first 8 weeks from launch to NHS Charities Together.
Each oven-bake dish features a symbolic rainbow in four colourways to differentiate the recipes. During the coronavirus pandemic, the rainbow has become a symbol of support for people wanting to show solidarity with NHS workers on the front line. It is also commonly used in the expression ‘eat the rainbow’ to remind people of the healthy properties of fruit and vegetables and include them in their diet. To further celebrate the versatility of vegetables, Higgidy will be encouraging people to get creative in the kitchen with cook-a-longs hosted by co-founder, Camilla Stephens.
In order to be able to fulfil this initiative Higgidy sought help from their various suppliers to collaborate with them to make the project viable. Alexir Packaging have been supplying Higgidy with their carton packaging since 2003 and were very happy to team up. As a result, Alexir have printed 40,000 unique cartons for the ‘Eat the Rainbow’ campaign for the cost of the raw materials.
In a further act of generosity Higgidy are donating vouchers to Alexir employees to redeem in-store to thank them for all their support.
“We are very grateful to the Alexir Partnership for their support on this project and for enabling us to donate even more funds to NHS staff."
You can find Higgidy’s new range at Sainsbury’s from June 24th for a RRP of £4.25.
Additionally, Higgidy is encouraging people to share vegetarian recipes on social media using #eattherainbow in aid of the NHS.