Herbert Adams celebrates 109 years with frozen pie relaunch

The Herbert Adams rebrand includes a complete logo and packaging overhaul with an abundance of premium party and single-serve pie and pastry flavours – each exemplifying Herbert’s pie-oneering spirit. The pie range leading the relaunch is Herbert Adam’s wine infusions range with wine sourced from the Swan Hill region. The new packaging includes tempting side-dish recipes including a warm potato salad with dill, and an apple, rocket and walnut salad.

Herbert Adams’ launch week supporters had also acclaimed Channel 10 Everyday Gourmet’s Justine Schofield and Master Chef’s Ben Milbourne duel to make a pie side dish with typical ingredients Aussies would find at home that can be made into a delicious side dish while the pie is cooking.

“We see people more and more willing to travel the world to taste a region on a plate. Herbert Adams is a century-old testament to regionally sourced and made food – after all the meat pie is Australia’s national dish. I love that Herbert Adams uses ingredients that illustrate a region’s uniqueness while creating flavours that are inspired from around the world,” said Schofield.

In the exclusive shoot, Schofield and Milbourne proved that to quickly chop, dice and splice vegetables doesn’t equal hassle and neither do Herbert Adams pies.

  • Ben’s recipe: “Charred onion and zucchini salad with Portobello Mushroom and Merlot Pie”
  • Justine’s recipe; “Pickled Brussel sprouts slaw with a tangy creme fraiche dressing with Herbert Adam’s the Slow Cooked Beef and Shiraz Pie”

The pie company said the chefs’ exercise was a real-life example of the new Herbert Adams’ mission to redefine how Aussies consume pies at home – by encouraging consumers to “bake differently” with a challenge to craft inspiring yet simple side pairings that don’t take too long.


“We learned that Herbert Adams pies are made with delicate 8-hour slow cooked Australian beef that relies on the age-old tradition of sous vide – yet you can eat yours from freezer to plate in a much shorter amount of time. Justine and [me] were definitely up for the challenge to make a side that made sense for a Herbert Adams pie. We share side dish ideas that are delicious yet realistic for everyone’s kitchen” said Milbourne.

Read the full article on Inside FMCG