Ginsters managing director Emma Stowers will led savoury pastry brand Higgidy as interim CEO, as Rachel Kelley is set to depart.

Kelley was in charge of Higgidy’s successful transition into Samworth Brothers, following its purchase of a minority stake in June 2019, before taking a controlling majority stake in January 2021. She has been credited for the brand’s growth and innovation.

During her tenure, Higgidy unveiled a bold new pack design across its savoury pastry range, aimed at tempting shoppers with a clearer view of its flavour-filled products.

She was also responsible for expanding distribution through new channels, such as with British Airways and subscription box Gousto.

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Matt Austin, group chief brand and strategy office at Samworth Brothers, said: “She has played a key role in leading growth for the Higgidy brand and her vision and passion will be missed.”

Kelley will head to KTC Edible Oils in July to take on the role of managing director, with Stowers balancing her role as MD of Ginsters and CEO of Higgidy.

Stowers was only promoted to MD in December, having spent four years as marketing director. She has played a leading role in resetting the Ginsters brand strategy.

“We are really excited about Emma’s new duel role,” added Austin. “Emma has really driven Ginsters’ recent success and transformed consumer perceptions of the brand. Emma has really made her mark since being promoted to Ginsters MD and we can’t wait to see the results she brings her expertise to Higgidy too.”

Ginsters announced a further £4m investment in its ‘Taste The Effort’ campaign in February, which is centred around their  farmer character ‘Merryn’.

According to the business, since the debut of the ‘Taste the Effort’ series, Ginsters has improved its brand relevance among consumers and is performing ahead of competitors in different according to Kantar research.

The brand recruited over 123,000 more households year-on-year over three months while on air.