Emma Stowers appointed interim head of Higgidy as Rachel Kelley departs

Samworth Brothers has named Ginsters Managing Director Emma Stowers to also lead the Higgidy brand on an interim basis after CEO Rachel Kelley will leave at the end of July to become Managing Director of KTC Edible Oils. Kelley had overseen Higgidy’s integration into Samworth Brothers, expanded its distribution to partners such as British Airways and Gousto, and grew the brand to become the UK’s leading premium savoury pastry brand.

Stowers, who became Ginsters MD in December 2025 after four years as its marketing director, will retain that role while taking charge of Higgidy. She is credited with a strategic brand reset at Ginsters, including the “Taste the Effort” campaign, a portfolio redesign and product innovations such as the Ginsters Pastry Toastie. Group Chief Brand and Strategy Officer Matt Austin praised both executives, noting Kelley's vision and Stowers’ impact on sales and brand equity.