Has the product been adapted in any way for the airline market? If so, how?
In mid-2024 MileOne wanted to pitch for a new British Airways hot eat tender. It was important for MileOne to find an agile, influential and strong quality brand that could understand the need to be flexible in demanding and turbulent market like airlines. Higgidy rose to the challenge and the two companies have formed a great partnership. It took some time to adapt Higgidy’s existing roll product to work for the new partnership, but it was worth the wait.
To fit airline ovens, Higgidy adapted two of their popular retail recipes, creating brand new 95g size versions of two deliciously tasty, hot, ovenable Higgidy jumbo rolls. The options will be a Higgidy Cheddar and Caramelised Onion Chutney Roll that brings together Mature Cheddar and Red Leicester cheeses with a mouthwatering caramelised onion chutney, wrapped in all-butter puff pastry, hand topped with a cheese and crispy onion crumb, or a Vegetable Samosa Roll, packed with spiced cauliflower, carrot and chickpeas with sweet mango chutney, wrapped in a vegan puff pastry and hand-topped with a fragrant seed sprinkle.
The new special 95g rolls were created to fit MileOne’s boxes and the price point needed.
Are you talking to any more airlines about taking the product onboard?
Yes. British Airways will lead the way here and our focus is with the IAG group. However, this new on-the-go product is available to all travel sectors and MileOne has attracted some other interest across this sector. MileOne’s focus now is to introduce new flavours and new ideas for BA to compliment what we have already achieved together.
Are there plans to widen the range?
Yes, we plan to deliver new exciting flavours to the range to fit in with the BA airline model every 4-6 months as appropriate. Higgidy has a wide range of delicious flavoured rolls in their range so this can be easily achieved.
Do you already supply your products to any other transport companies? If so, who.
MileOne currently works with many of the key transport companies and, in particular, airlines: BA, easyJet, Singapore Airlines, Iberia Airways, Eurostar trains, Royal Blue, DNATA catering, DO&Co. The partnership is a first for Higgidy but the brand is keen to explore further opportunities with MileOne Group and their travel partnerships.
What will being on BA flights mean to the Higgidy brand?
This partnership is the first travel partnership for Higgidy in this exclusive deal and, if successful, could open the door to further partnerships, bringing Higgidy’s tasty, wholesome food to even more travellers.
Higgidy thrives on finding new ways to delight consumers across the business, whether via its fantastic range of new snacking products or with its ambition on sustainability, to create food that is not only wholesome, but uncompromising on taste that is better for people and the planet. Higgidy and British Airways are both synonymous with great taste and quality.
How did the partnership come about? Why did it take 18 months to come to fruition – is that the normal timeframe?
As above, MileOne approached a strong, flexible and willing brand like Higgidy and we first had to develop and test the solution before then finding the opening on a key client like BA to pitch the solution. These projects always take time but that time was needed so as to perfect the product size, box suitability and, most importantly, replicating that same great Higgidy taste and experience on board.
