New Georgie Pie flavours coming, says McD's

Just a year on from the re-launch of the Georgie Pie brand, McDonald's says it's expanding the range. Photo /NZ Herald

A year on from the re-launch of kiwi brand Georgie Pie, and with more than 3 million pies sold over that time, McDonald's says it is preparing to launch a number of new Georgie Pie flavours to the market.

McDonald's New Zealand managing director Patrick Wilson said the move to re-launch Georgie Pie through McDonald's last year had been carefully considered, but he felt it was paying off. Wilson said he was confident of the long-term future of the Georgie Pie brand, with McDonald's launching new flavours and investing in further development and marketing.

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"We took a prudent approach in bringing Georgie Pie back, both in terms of research and development, and talking with New Zealanders," Wilson said. "The brand evokes high emotions and it was important to go about things in the right way. It was a calculated risk, but one which we planned very carefully, and I'm pleased New Zealanders are enjoying the return of the iconic brand."

Wilson said the company had been collecting customer feedback through social media about which pie flavours to bring back next. McDonald's will be trialling an apple and blackberry sweet pie from this week, until they run out. The trial would consist of 30,000 pies available in McDonald's in South Auckland, Hamilton, Palmerston North and Christchurch.

Watch: Georgie Pie return unwraps history

"Apple 'N' Blackberry was a popular Georgie Pie, and one fans have asked for since we re-launched," Wilson said. "We've also been asking pie aficionados what other new types of pies they might like to see from Georgie Pie, and will look to launch some products in the next 12 months."

Wilson said the Georgie Pie brand had seen limited and regionally-focussed marketing since launch, but there would be much broader marketing in coming months.

He said the brand had "its own personality", something he said would come through a lot more in future campaigns.