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Higgidy CEO Rachel Kelley is set to leave the business at the end of July to become managing director of KTC Edible Oils, with Ginsters' managing director Emma Stowers taking on interim leadership of the brand.

Stowers will continue in her role at Ginsters while also overseeing Higgidy, bringing experience across the food category to both businesses.

Kelley has led Higgidy for more than five years, overseeing the brand’s transition into Samworth Brothers and driving growth through innovation and expanded distribution.

The business said the brand has grown significantly under Kelley’s leadership, building penetration as the UK’s number one premium savoury pastry brand.

Kelley will join oils supplier and manufacturer KTC Edible Oils as managing director. The appointment follows the company’s recent acquisition by Whitworths, and will see her lead its next phase of growth.

Stowers became managing director of Ginsters in December 2025, following four years as the brand’s marketing director. She has played a leading role in reshaping the Ginsters brand strategy, including the launch of the ‘Taste the Effort’ campaign, a portfolio redesign and new product development such as the Ginsters Pastry Toastie.

According to Samworth Brothers, these initiatives have contributed to volume sales growth and helped Ginsters maintain its market share leadership.

Matt Austin, group chief brand and strategy officer at Samworth Brothers, said: “It has been an absolute pleasure to work with Rachel. She has played a key role in leading growth for the Higgidy brand and her vision and passion will be missed.”

He added: “We are really excited about Emma’s new dual role. 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 as she brings her expertise to Higgidy too.

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