Freshbake Foods

Dena Walker

In 2002, Freshbake Foods launched a range of microwaveable pies called Microbake. They were aimed at men, students, people who lived alone and mums who wanted something tasty and convenient for their children when they got home from school.
Agency: Cheetham Bell JWT Author: Dena Walker

freshbake foods

'Microbake'

INTRODUCTION

This case study demonstrates:

  • How Freshbake Pies created the microwaveable pie market by launching Microbake
  • How advertising was the prime tool by which they did it

Freshbake Pies

Freshbake Foods emerged from a management buy out of Vlasic Foods International to establish itself as a major player in frozen food with a commitment to NPD, which seeks to address consumer demand for convenience foods that fit with today's busy lifestyles.

The Microwaveable Pie

We love pies

Pies are...

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