Keeping with its tradition of being pie-oneers in the category, Mrs Mac’s Bakery is re-launching its product portfolio with a new bakery range in September. The brand will be rolling out changes to its core range, unveiling new pastry, new fills, and new branding that will showcase Mrs Mac’s bakery heritage. The products changes were tested in consumer research, achieving preference scores vs competitor brands¹, and the launch reflects Mrs Mac’s commitment to continuous improvement.
The brand changes involve:
✓ New Pastry – In collaboration with local suppliers Pin & Peel and Mauri, Mrs Mac’s has developed new bakery pastry that is golden, flaky and palm oil free. The new pastry will be rolled out across the entire Mrs Mac’s range, including its famous pies, rolls, pasties, travellers and new pastry bakes.
✓ New Fills –Mrs Mac’s will transition its core range to chunkier meat fillings and the recipes will involve braising the ingredients to enhance flavour. The core range will also use clean ingredients, containing no artificial flavour or colours.
✓ New Packaging – A new look will accompany the product changes, this will see the brand leverage its bakery heritage and continue to showcase our first lady of pies, Mrs Mac. The new design will also include a new family-owned bakery icon which recognises 3 generations of MacGregor family ownership.
✓ New Brand Campaign – The launch will be supported with a marketing campaign to build consumer awareness of the changes and drive engagement within the category. The campaign will kick-off from October and has been aligned with the new packaging rollout.
¹ Consumer sensory evaluation, November 2020 & April 2021