Mrs Mac's

What Mrs Mac's does

Mrs Mac's is an Australian-owned industrial bakery established in 1954 by the Macgregor family, specializing in the manufacture of fresh and frozen pastry-based food products including pies, sausage rolls, pasties, travellers, and a recently launched sweets range (donuts, slices, mega muffins). The company operates a manufacturing facility in Morley, Western Australia, producing over 100 million units annually using 100% Australian beef, free-range Australian chicken and eggs, and Australian-grown wheat. Its production technology includes traditional on-site pastry manufacturing alongside a bio-energy plant that converts organic waste into electricity for the local power grid, and the company holds SQF (Safe Quality Food) certification, Halal certification for non-pork products, and APCO membership for sustainable packaging. Since 2022, Mrs Mac's has operated as a subsidiary of Aus Pie Co, which has invested in product enhancement and brand refresh.

The company generates revenue through two primary streams. The dominant stream is retail product sales, with products distributed through Australia's two major supermarket chains (Woolworths, Coles) plus a long tail of regional grocery and petrol/convenience retailers across Australia and New Zealand. The secondary stream is a food service and wholesale channel, formalized through a dedicated Food Service Range catalogue serving commercial buyers, stadiums (Optus Stadium), and racecourses (Perth Racing's Ascot and Belmont Park). The company employs over 330 people across operations in Perth, Sydney, and sales representation across Australia and New Zealand. Customer base is predominantly B2C through grocery retail, supplemented by B2B food service and a community partnership with Foodbank for product donations supporting hunger relief.

Mrs Mac's go-to-market relies on a horizontally-segmented retail distribution model (everyday consumers purchasing convenient Australian-made bakery products) supplemented by event-driven venue sales and a wholesale food service catalogue. Marketing emphasizes the 70-year Australian heritage, quality of Australian-sourced ingredients, and community engagement. The company holds a formal slavery policy, is fully compliant with the Privacy Amendment (Notifiable Data Breaches) Act 2017, and has been actively expanding its product portfolio post-2022 under Aus Pie Co ownership.

Name

Mrs Mac's

Legal name

Mrs Mac's Pty Ltd

Website

https://mrsmacs.com.au

Company type

Private

Founded year

1954

Operating status

Operating

Headcount range

101–250 employees

Short description

Mrs Mac's is an Australian-owned industrial bakery founded in 1954, producing over 100 million pies, rolls, pasties, and sweets annually for retail and food service customers across Australia and New Zealand. The company operates as a subsidiary of Aus Pie Co since 2022.

Ownership category

akta.pro rank

Product category

Commercial Bakery

NAICS

Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Sausages & Other Prepared Meat Products (2013)

akta.pro primary industry

Frozen Bakery Products Manufacturing (AFAKAAAF)

akta.pro secondary industries

Frozen Prepared Meat & Seafood Meals (AFANAFAC), Frozen Snacks & Appetizers (CRADADAD)

Keywords

• Fresh bakery products
• Meat pie manufacturing
• Sausage rolls
• Frozen baked goods
• Pastry snacks

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Product Sales: Manufactures and sells pies, rolls, pasties, and sweets through major supermarket chains, petrol/convenience stores, and specialty grocers across Australia and New Zealand.
2. Food Service / Wholesale: Provides products to commercial food service operators including stadiums, racecourses, and other venues through dedicated food service catalogue.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Mrs Mac's manufactures and sells fresh and frozen bakery products including meat pies, sausage rolls, pasties, travellers, donuts, muffins, slices, and other pastry-based food items. Products are made with 100% Australian beef, free-range chicken, and locally sourced ingredients, and are distributed through supermarket chains, convenience stores, and food service operators across Australia and New Zealand.

Product overview

Mrs Mac's is an Australian-owned bakery company established in 1954, producing pastry-based food products including pies, rolls, pasties, travellers, and sweets. The product portfolio consists of: Single Serve Pies (including Famous Beef Pie, Beef & Cheese, Mega Angus Steak, Beef & Mushroom, Chicken & Vegetable, Chilli Beef & Cheese, Steak & Cheese, Potato Top Beef, and Beef Cheese & Bacon varieties); Microwave Pies (Famous Beef and Beef & Cheese); Multipack Pies (4-pack variants of the main pie flavours plus Party Pies in 12-packs); Single Serve Rolls (Giant Sausage Roll, Bacon & Cheese Roll, Snack Sausage Roll, Spinach & Ricotta Roll, Mega Sausage Roll, Mega Bacon & Cheese Roll); Microwave Rolls (Giant Sausage Roll, Spinach & Ricotta Roll); Multipack Rolls (Giant Sausage Roll 4-pack, Party Sausage Roll 20-pack); Pasties (Traditional Vegetable and Traditional Beef in single serve and microwave formats); Travellers (Beef, Cheese & Bacon); and a new Sweets range including Donuts (Pink Iced, Choc Iced, Double Choc Filled, Cookies & Cream Filled), Slices (Lamington, Caramel Slice, Choc Brownie), and Mega Muffins (Double Choc, Choc Chip, Apple & Cinnamon, Blueberry). The company uses 100% Australian beef, free-range chicken, free-range eggs, and locally sourced flour and dairy. Products are available throughout Australia and New Zealand at major supermarkets and convenience stores.

Differentiator

Problem solved

Functional benefit

Products and services

• Famous Beef Pie The signature Mrs Mac's pie made with 100% Australian beef cooked in gravy, wrapped in golden flaky pastry; 200g single serve.
• Beef & Cheese Pie Pie made with 100% Australian beef layered with creamy cheese sauce, wrapped in golden flaky pastry.
• Mega Angus Steak Pie Larger format pie made with 100% Australian Angus steak cooked in gravy, wrapped in flaky pastry; 280g, no added hormones.
• Beef & Mushroom Pie Pie made with 100% Australian beef cooked in a mushroom gravy, wrapped in golden flaky pastry.
• Chicken & Vegetable Pie Pie made with chicken and vegetables cooked in light gravy, wrapped in golden flaky pastry; made with free-range chicken.
• Chilli Beef & Cheese Pie Spicy pie made with 100% Australian beef cooked in a spicy sauce and layered with cheese, wrapped in golden flaky pastry.
• Steak & Cheese Pie Chunky steak pie with rich gravy topped with cheese sauce, wrapped in golden flaky pastry.
• Potato Top Beef Pie Pie made with 100% Australian minced beef cooked in gravy topped with creamy mashed potato; 190g.
• Beef, Cheese & Bacon Pie Pie made with 100% Australian beef cooked in a bacon gravy and layered with cheese sauce, wrapped in golden flaky pastry; 175g.
• Microwave Famous Beef Pie Microwave-ready version of the Famous Beef Pie, crisped to perfection in the microwave using special microwave packaging.
• Microwave Beef & Cheese Pie Microwave-ready version of the Beef & Cheese Pie, crisped to perfection in the microwave using special microwave packaging.
• Famous Beef Pie 4 Pack Family pack of four Famous Beef Pies made with Australian beef cooked in gravy, wrapped in golden flaky pastry; 700g.
• Mince & Cheese Pie 4 Pack Family pack of four Mince & Cheese Pies made with 100% Australian beef layered with creamy cheese sauce; 700g.
• Beef, Cheese & Bacon Pie 4 Pack Family pack of four Beef, Cheese & Bacon Pies made with Australian beef cooked in bacon gravy with cheese sauce; 700g.
• Chilli Beef & Cheese Pie 4 Pack Family pack of four Chilli Beef & Cheese Pies made with Australian beef in spicy sauce with cheese; 700g.
• Potato Top Beef Pie 4 Pack Family pack of four Potato Top Beef Pies made with Australian beef in gravy topped with mashed potato; 760g.
• Party Pies 12 Pack Party-sized pack of twelve mini pies made with 100% Australian beef cooked in gravy, wrapped in golden flaky pastry; 550g.
• Giant Sausage Roll Large sausage roll made with seasoned 100% Australian beef wrapped in layers of puff pastry.
• Bacon & Cheese Roll Sausage roll made with seasoned 100% Australian beef with bacon and cheese wrapped in layers of puff pastry.
• Snack Sausage Roll Compact sausage roll made with seasoned 100% Australian beef; 120g.
• Spinach & Ricotta Roll Vegetarian roll made with ricotta cheese, spinach and herbs wrapped in layers of puff pastry.
• Mega Sausage Roll Extra-large sausage roll made with seasoned 100% Australian beef wrapped in layers of puff pastry.
• Mega Bacon & Cheese Roll Extra-large sausage roll made with seasoned 100% Australian beef with bacon and cheese wrapped in layers of puff pastry.
• Microwave Giant Sausage Roll Microwave-ready Giant Sausage Roll, crisped to perfection in the microwave using special microwave packaging.
• Microwave Spinach & Ricotta Roll Microwave-ready Spinach & Ricotta Roll, crisped to perfection in the microwave using special microwave packaging.
• Giant Sausage Roll 4 Pack Family pack of four Giant Sausage Rolls made with seasoned Australian beef; 700g.
• Party Sausage Roll 20 Pack Party-sized pack of twenty mini sausage rolls made with seasoned 100% Australian beef wrapped in puff pastry; 660g, Halal Certified.
• Traditional Beef Pastie Traditional pastie made with 100% Australian beef with vegetables, wrapped in layers of puff pastry.
• Traditional Vegetable Pastie Traditional pastie with a medley of seasoned vegetables, wrapped in layers of puff pastry.
• Microwave Traditional Beef Pastie Microwave-ready Traditional Beef Pastie, crisped to perfection in the microwave using special microwave packaging; 165g.
• Beef, Cheese & Bacon Traveller Portable pie variant made with 100% Australian beef cooked in a bacon gravy, topped with cheese sauce, wrapped in golden flaky pastry; 160g.
• Pink Iced Donut Soft and fluffy donut topped with pink fondant and sprinkles; new product launch.
• Choc Iced Donut Fluffy donut coated in chocolate fondant with sprinkles; 130g.
• Double Choc Filled Donut Decadent donut filled with chocolate custard, covered in a chocolate ganache; 140g.
• Cookies & Cream Filled Donut Donut filled with cookies and cream filling, glazed with white icing.
• Lamington Traditional Australian cake: sponge cake dipped in chocolate icing and generously coated with desiccated coconut; 105g.
• Caramel Slice Classic slice featuring a buttery shortbread base, topped with a smooth caramel layer and a rich chocolate coating; 110g.
• Choc Brownie Rich and fudgy chocolate brownie; 80g.
• Double Choc Mega Muffin Rich chocolate mega muffin with chocolate chips; 180g.
• Choc Chip Mega Muffin Mega muffin loaded with rich chocolate chips.
• Apple & Cinnamon Mega Muffin Mega muffin bursting with juicy apple pieces and a hint of cinnamon.
• Blueberry Mega Muffin Mega muffin packed with plump, juicy blueberries.
• Food Service Range Dedicated catalogue of pies, rolls, pasties and sweets packaged for commercial food service operators including stadiums, racecourses, and catering venues.

Quantifiable outcome

• Over 100 million pies, rolls, pasties, and sweets produced annually
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core, flagship and minor.

• Perth RacingcoreStrategic or Co-development Partner · 1 January 2017Exclusive supplier to Ascot Racecourse and Belmont Park since 2017, delivering quality and flavour to enhance race day experience. Pies available at the track for customers.
• Optus StadiumflagshipStrategic or Co-development PartnerOfficial pie and roll supplier to WA's new entertainment venue. Fans can enjoy Mrs Mac's pies at retail outlets inside the stadium. The Mrs Mac's pie van is parked outside the stadium for hunger satisfaction.
• FoodbankcoreStrategic or Co-development PartnerProud partner of Foodbank, Mrs Mac's donates a significant amount of meat pies and pastries every year to hunger relief efforts, providing 63 million meals annually to over 2,600 charities and 1,750 schools.
• Australian Packaging Covenant (APCO)minorStrategic or Co-development PartnerMembers of APCO, committed to sound business practices that significantly limit environmental impact through sustainable packaging initiatives.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Four'n Twenty: Australia's other iconic meat pie brand, owned by Patties Foods. Directly competes with Mrs Mac's across supermarket, convenience, and food service channels in the frozen savory pastry category.
• Patties Foods: Owner of Four'n Twenty, Herbert Adams, and Nanna's brands; one of Australia's largest pie and frozen bakery manufacturers. Competes head-to-head with Mrs Mac's across retail and food service.
• Big Ben Pies: Australian family-owned pie manufacturer producing frozen meat pies and pastries for retail and food service. Direct regional competitor to Mrs Mac's, particularly in WA and eastern states.
• Herbert Adams: Heritage Australian pie brand also owned by Patties Foods. Competes directly with Mrs Mac's Famous Beef Pie range across supermarkets, convenience, and food service.
• Vili's Bakery: South Australian family-owned pie, pastie, and sausage roll manufacturer with strong supermarket presence. Closely comparable product mix, regional Australian footprint, and food service focus.

Broad incumbents

• George Weston Foods (Tip Top Bakeries): Largest industrial bakery in Australia producing breads, muffins, and pastries under Tip Top, Abbott's, and Plasmon. Adjacent competitor in fresh/frozen bakery manufacturing with overlapping supermarket distribution.
• Baker's Delight: Large Australian bakery franchise specializing in fresh bread and baked goods. Competes for bakery shelf space and consumer occasions, though focused on fresh-baked rather than frozen/fresh packaged savory pies.
• Bimbo Bakeries Australia: Subsidiary of Grupo Bimbo producing fresh and packaged bakery products in Australia. Competes for shelf space across breads, donuts, and sweet baked goods — including with Mrs Mac's new Sweets range.
• Aus Pie Co: Strategic parent company of Mrs Mac's and operator of a broader Australian pie manufacturing platform. Sister brands within the Aus Pie Co portfolio compete in adjacent segments and channels.

Regional players

• Saskia Pie: New Zealand-based meat pie manufacturer serving supermarkets and food service across NZ. Comparable product offering in the geographic market where Mrs Mac's also competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mrs_macs
• Xx.com/mrsmacsbakery
• Facebookfacebook.com/MrsMacsBakery

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mrs Mac's