Mrs Mac's Pies

Mrs Mac's Pies is an Australian food company and consumer brand associated primarily with Australasian-style meat pies. Its products are manufactured in Perth, Western Australia, and distributed in Australia and New Zealand. The business traces its origins to a small Melbourne baking operation established by Ken Macgregor in the 1940s. That early enterprise produced cakes, yeast buns and pies before the Macgregor family relocated to Perth in 1954 and restarted the wholesale business under the name Bakewell Pies. The company subsequently developed from a family bakery and wholesale operation into a larger-scale manufacturer. In 1968, the business moved from its Northbridge bakery to a site in Morley, reflecting the expansion of its production and distribution activities. The next generation of the family became involved when Iain Macgregor took ownership. During the late 1980s, the company expanded substantially through broader distribution, new production technology and product development. It adopted the Mrs Mac's name during this period, creating the brand identity under which its pies became widely recognized. The brand's core proposition is built around convenient, familiar Australian and New Zealand bakery foods, particularly savory meat pies. Its range has also included sausage rolls, other savory pastry products and products positioned for different dietary or nutritional needs. Gluten-free pies were introduced in 2016, extending the range beyond the traditional product base. The company's Good Eating range received several forms of external recognition for selected products, including the Heart Foundation Tick of Approval, a Healthy Kids Amber Rating and FOCiS approval. These recognitions supported a broader effort to present some products as suitable for consumers seeking nutritional or dietary alternatives. Food safety and manufacturing controls have been important elements of the business. Mrs Mac's has attained BRC accreditation, now known as BRCGS accreditation. The standard is based on food-safety principles including HACCP and good manufacturing practices, with third-party audits and additional customer or retailer audits. The company has also used production and quality messages in its marketing, including claims concerning Australian beef, pastry preparation and manual quality checks. Mrs Mac's invested in a refreshed consumer-facing identity during the 2010s. In 2010, it introduced new packaging, advertising, social-media activity and promotions around the slogan "If it's not a Mrs Mac's, take it back!" A further rebrand in 2014 was supported by online content explaining aspects of the product-making process and sourcing. The brand also used a Roadtrip campaign and a Nova radio team to take its marketing activity into the community. Leadership changes marked the company's later corporate history. Paul Slaughter was appointed chief executive officer in February 2015. Jonathan Moss became CEO in February 2021 after Slaughter left the company. In November 2022, Mrs Mac's was acquired by Aus Pie Co. The acquisition placed the established Western Australian brand within a broader pie-company ownership structure while preserving its identity as a branded producer of pies and related baked foods.

Mrs Mac's Pies developed from a family baking business founded by Ken Macgregor in Melbourne during the 1940s. The original business made cakes, yeast buns and pies. In 1954, Macgregor moved his family to Perth, Western Australia, where he re-established the wholesale operation under the name Bakewell Pies. The business expanded its physical and commercial footprint over the following decades. In 1968, it moved from its Northbridge bakery to premises in Morley. Ownership later passed to the next generation of the family, with Iain Macgregor becoming the owner. The company experienced significant growth during the late 1980s, supported by expanding distribution, new technology and additional product development. It adopted the Mrs Mac's name during that era, replacing the earlier Bakewell Pies identity with the brand used in its subsequent consumer marketing. Mrs Mac's built its business around the manufacture and distribution of savory baked foods, especially meat pies sold through Australian and New Zealand channels. The range later broadened to include products such as sausage rolls and alternatives aimed at particular dietary or nutritional needs. Gluten-free pies were added in 2016. The company also promoted its Good Eating range, for which selected products received the Heart Foundation Tick of Approval, a Healthy Kids Amber Rating and FOCiS approval. Manufacturing standards became part of the brand's operational identity. Mrs Mac's attained BRC accreditation, subsequently referred to as BRCGS accreditation. This certification framework uses HACCP-based food-safety controls and good manufacturing practices and involves regular independent audits, in addition to audits conducted by customers and retailers. The company developed a more visible consumer-marketing program during the 2010s. In 2010, it introduced refreshed packaging and a new advertising, social-media and promotional platform using the line "If it's not a Mrs Mac's, take it back!" In 2014, it undertook another rebrand. Related online content highlighted the use of 100% Australian beef, hand-checking as a quality-control measure and traditional pastry-making methods. The Roadtrip campaign and activity involving the Nova radio team extended the rebrand into live and community-facing promotion. Corporate leadership changed in the later period. Paul Slaughter became CEO in February 2015, followed by Jonathan Moss in February 2021 after Slaughter's departure. In November 2022, Aus Pie Co acquired Mrs Mac's. The transaction changed the company's ownership while the Mrs Mac's name continued as the consumer-facing brand for its established range of pies and related baked foods.

• 2022

  Acquired by Aus Pie Co

  [1]Mrs Mac's Piesen.wikipedia.org

  Aus Pie Co acquired Mrs Mac's in November 2022.

• 2016

  Gluten-free range introduced

  [1]Mrs Mac's Piesen.wikipedia.org

  Mrs Mac's expanded its range with gluten-free pies.

• 2014

  Brand rebrand and product-story campaign

  [1]Mrs Mac's Piesen.wikipedia.org

  The company rebranded again and published content about Australian beef, hand-checking and traditional pastry preparation.

• 2010

  Packaging and marketing refresh

  [1]Mrs Mac's Piesen.wikipedia.org

  Mrs Mac's launched a new visual presentation supported by advertising, social media and promotions.

• 1968

  Production moves to Morley

  [1]Mrs Mac's Piesen.wikipedia.org

  The business relocated from its Northbridge bakery to a Morley site as it developed its production operation.

• 1954

  Wholesale bakery business restarts in Perth

  [1]Mrs Mac's Piesen.wikipedia.org

  The Macgregor family moved to Perth and restarted the wholesale operation under the name Bakewell Pies.

• Ken Macgregor starts a Melbourne baking business

  [1]Mrs Mac's Piesen.wikipedia.org

  During the 1940s, Ken Macgregor began a small business making cakes, yeast buns and pies in Melbourne.

• Iain Macgregor becomes owner

  [1]Mrs Mac's Piesen.wikipedia.org

  Ownership passed to the next generation of the Macgregor family, with Iain Macgregor taking control of the business.

• Business adopts the Mrs Mac's name

  [1]Mrs Mac's Piesen.wikipedia.org

  Following major growth in distribution, technology and product development during the late 1980s, the company rebranded as Mrs Mac's.

A familiar Australian bakery-food brand centered on convenient savory pies, with emphasis on taste, product consistency, Australian sourcing claims, manufacturing quality and selected dietary or nutritional alternatives.

• Savory pastry

  Meat pies

  The core Mrs Mac's offering is a range of Australasian-style savory meat pies. These products represent the brand's main association and are manufactured in Perth for distribution through Australia and New Zealand. The brand's marketing has emphasized product consistency, Australian beef sourcing claims and pastry-making practices.

• Dietary alternative · 2016

  Gluten-free pies

  Introduced in 2016, the gluten-free pie range extended Mrs Mac's beyond its conventional pastry products. It was developed as a dietary alternative within the company's broader pie portfolio.

• Nutritional-positioned food range

  Good Eating range

  Mrs Mac's Good Eating range comprises products positioned toward nutritional and family-oriented eating occasions. Selected products received the Heart Foundation Tick of Approval, a Healthy Kids Amber Rating and FOCiS approval, according to the cited reference material.

• Savory pastry

  Sausage rolls and related savory pastries

  The brand's broader baked-food portfolio includes sausage rolls and other savory pastry products alongside its meat pies. Specific product variants and launch dates are not established in the supplied reference material.

• 2014Mrs Mac's rebrand and product-story content

  Australia · New Zealand

  The 2014 rebrand was accompanied by online content describing the use of 100% Australian beef, hand-checking as a quality measure and traditional pastry preparation.

  Outcome. The effort linked the visual rebrand with transparency and craftsmanship messages about the products.

  Source
• 2014Roadtrip campaign and Nova radio activation

  Australia

  Mrs Mac's extended the 2014 brand activity beyond online content through a Roadtrip campaign and an activation involving the Nova radio team.

  Outcome. The campaign brought the rebranded identity into community and on-the-road promotional settings.

  Source
• 2010If it's not a Mrs Mac's, take it back!

  Australia · New Zealand

  A refreshed packaging and communications program used advertising, social-media activity and promotions to reinforce the Mrs Mac's identity and encourage consumers to identify the brand's products.

  Outcome. The campaign established a prominent brand slogan and supported the company's broader visual and promotional refresh.

  Source

• 2022

  Acquisition by Aus Pie CoM&A

  Background

  After operating as a Macgregor-founded Australian pie business and brand, Mrs Mac's entered a new ownership phase.

  Action taken

  Aus Pie Co acquired Mrs Mac's in November 2022.

  Aftermath

  Mrs Mac's became part of Aus Pie Co while continuing to operate as a recognizable consumer brand. Deal value and detailed transaction terms are not provided in the supplied sources.

  Source

• 2016

  Introduction of gluten-free piesProduct launch

  Background

  The company expanded its traditional pie portfolio with a product option intended for consumers seeking gluten-free foods.

  Action taken

  Mrs Mac's introduced gluten-free pies to its range.

  Aftermath

  The launch broadened the brand's dietary offering, although the supplied sources do not provide sales or market-share results.

  Source

1. 1Mrs Mac's Piesen.wikipedia.org