Mrs Mac’s Bake-Your-Own Gourmet Range This nation has a love affair with the freshly baked pie. Unfortunately, Aussies are more time poor than ever. Who has the time to bake a pie from scratch these days? We’re as likely to do that as we are to visit the barbershop for a shave. We hope the BYO range can help bring the best of both worlds to your customers. It’s delicious and fresh out of the oven, and it’s easy - a fresh baked food for the times. Simple preparation, training and support will ensure these bakery credentials are delivered upon in-store. Your fresh bakery solution Embrace the nation’s love affair with the freshly baked pie. Marketing and Product Objectives Develop a fresh solution for savoury pastry products, meeting the needs of consumers and customers across a broad variety of channels. The range will be called BYO (Bake-Your-Own), exemplified by real ingredients, quality meat, fresh vegetables, herbs and spices, and crisp, flaky pastry. Simple preparation, training and support will ensure these bakery credentials are delivered upon in-store. p1 Points of Difference • The BYO range by Mrs Mac’s is a truly fresh solution in pastry – from freezer to consumer in around 40 minutes. • A product range with all of the credentials of a local bakery combined with Mrs Mac’s quality, consistency and service. • Fresh baked in-store using premium puff pastry - not feasible for traditional heat and serve products. • Generous fillings made with a variety of quality meats, vegetables and local ingredients. • Carton sizes suited to smaller outlets where freezer space is at a premium, allowing for multiple flavours to be carried at any time. • Premium positioning allowing for great GP – bank more dollars. • Complete baking instructions provided with training available as required. • Products clearly differentiated for easy merchandising. Marketing Program Product Strategy The brand ‘Bake-Your-Own’ (BYO) describes exactly what it is – quality will be endorsed by focussing on the providence and quality of the ingredients. Pies: The 220g range will include 5 pies using a variety of meats as a base. Rolls: The 140g range will include 3 rolls for launch with 2 other variants to follow. In support of the ‘bakery’ credentials, packaging has been kept to a minimum. Cardboard cartons are lined with food grade plastic bags, with the pies having a layer of food grade bubble wrap to offer more cushioning and protection. The cartons will be printed with basic information including ingredients, allergens and nutrition panels.