Marie Callender’s pot pies were once a staple frozen food found in grocery stores across America. However, in recent years they seem to have disappeared from most store shelves. So what exactly happened to this iconic brand of pot pies? There are a few key factors that led to the downfall of Marie Callender’s pot pies.
Decrease in Popularity of Frozen Meals
Over the past decade, frozen meals and pot pies have declined in popularity. As consumers became more health conscious, they began to view frozen foods as being high in sodium, preservatives, and lacking in nutritional value. The rise of fresh and organic foods led many shoppers to turn away from frozen meals. Marie Callender’s struggled to adapt to this change in consumer preferences.
Competition from Other Brands
The frozen pot pie market became saturated with other brands offering similar products. Companies like Banquet, Swanson and Store Brands pot pies offered comparable items at cheaper price points. Marie Callender’s was viewed as a premium brand, but consumers looking to save money often opted for more affordable alternatives. This increased competition cut into Marie Callender’s market share.
Changes in Ownership
The brand changed corporate ownership several times over the past 15 years. In 2006, ConAgra sold the brand to Heinz. Then in 2011, Heinz sold Marie Callender’s to private equity firm Permira. This constant changing of hands made it difficult to maintain brand consistency and marketing efforts. Under Permira, the company filed for bankruptcy in 2019 and underwent restructuring.
The Decline of Marie Callender’s Pot Pies
In the 1990s and early 2000s, Marie Callender’s pot pies experienced huge success. The pies reached their peak popularity in 1996, when over 195 million were sold. However, sales steadily declined over the next decade. By 2009, only around 129 million pies were sold. This represents over a 30% drop in yearly pie sales. Let’s look at the downward trend:
| Year | Total Pot Pies Sold (Millions) |
|---|---|
| 1996 | 195 |
| 2000 | 176 |
| 2005 | 151 |
| 2009 | 129 |
As these numbers show, Marie Callender’s experienced a steep decline in pot pie sales over a 10+ year period. A variety of factors contributed to this downward trend.
Reduced Distribution
At their peak, Marie Callender’s pot pies could be found in most major supermarkets across the U.S. However, as sales dropped, the brand lost valuable space on store shelves. Retailers gave more placement to faster selling brands or private label store brands. By 2015, Marie Callender’s distribution was reduced by over 25%, severely impacting product visibility and sales.
Changing Recipes and Sizes
In an effort to revive lagging sales, Marie Callender’s frequently altered the recipe and size of their pot pies throughout the 2000s. They experimented with new crusts, fillings and overall pie dimensions. While some of these changes lowered costs, they also degraded the quality and familiarity customers expected. Frequent recipe tweaking led to consumer dissatisfaction.
Price Increases
As a premium brand, Marie Callender’s pot pies were priced higher than competitors. When sales declined, the price was often increased to maintain profit margins. Higher prices combined with recipe changes turned away many once loyal customers. Banquet and store brands lured price conscious shoppers.
The Disappearance of Marie Callender’s Pot Pies
By 2015, Marie Callender’s pot pie sales hit an all time low of around 75 million pies sold. The brand simply could not compete with the growing frozen pot pie options crowding the marketplace. After years of declining sales, distribution, and popularity, Marie Callender’s pot pies became increasingly difficult to find on store shelves. Here are some of the reasons for their virtual disappearance:
Limited Production
With demand dropping sharply, Marie Callender’s cut back pot pie production to just a few select flavors and smaller batch sizes. Limited production made restocking shelves more sporadic. Shoppers could no longer count on their favorite flavors being consistently available.
Shift to Restaurant and Bakery Items
In 2017, Pinnacle Foods purchased the Marie Callender’s brand from Permira. Under new ownership, the company decided to shift focus away from retail grocery items to growing restaurant and bakery sales. Far fewer resources were put into marketing or producing pot pies as the company moved in a new direction.
Pulling Out of Certain Markets
To cut costs, Marie Callender’s consolidated their retail distribution. They pulled pot pies from several regional markets entirely including the Midwest, Northeast and parts of the South. This significantly reduced the brand’s national footprint in stores. By 2019, the pies were mostly available only along the West Coast where the company originated.
WinCo Exclusive Retailer
After ceasing production of pot pies for other major national retailers, WinCo became the only remaining grocery store chain selling new Marie Callender’s pot pies. However, WinCo is only located in a handful of Western and Southwestern states. This exclusivity deal ultimately limited accessibility for shoppers across America.
Where to Still Find Marie Callender’s Pot Pies
While Marie Callender’s pot pie glory days appear to be over, it is still possible for die-hard fans to occasionally find the products. Here are a few places the pot pies can still be purchased:
WinCo
This regional supermarket chain based in Idaho is the only major retailer still selling new Marie Callender’s pot pies. However, they are currently limited to just a chicken and turkey flavor. WinCo has around 140 store locations in just 10 states, primarily out West.
Amazon
A selection of Marie Callender’s pot pie flavors can be purchased online through Amazon. This includes newer pies produced exclusively for WinCo, alongside some out of production classic flavors. Cases of 6 pies tend to run around $25-$30.
Dollar Stores
Some dollar stores still receive periodic shipments of older leftover Marie Callender’s stock. These discounted pies are usually close dated or past best by dates. Flavors and availability vary greatly.
Secondary Markets
You may get lucky finding Marie Callender’s pot pies at some independent grocers, local chains, food service suppliers or discount retailers. But these tend to be expired or stale leftover pies. Quality and selection is not guaranteed.
eBay
Collectors or people feeling nostalgic sometimes sell cases of Marie Callender’s pot pies on eBay and other online auction sites. Expect to pay inflated prices for these specialty items. Common flavors include chicken and turkey.
The Future of Marie Callender’s Pot Pies
Marie Callender’s pot pies were once freezer aisle staples cherished for their homemade taste and hearty portions. Unfortunately, declining interest from consumers and frequent changes in company direction ultimately led to their downfall. The future for these pot pies seems bleak as production has slowed to a trickle for just one or two flavors. Here are some potential scenarios:
Discontinuation
If sales continue to erode, Marie Callender’s may decide to discontinue pot pie production altogether. Given their shift towards restaurant and bakery goods, the company seems to have little strategic interest left in the frozen pot pie category.
Sale of Brand
Marie Callender’s could look to sell the brand to another company interested in reviving it solely for pot pies. A smaller company may be able to niche market it to profitability. However, the brand has already changed hands many times.
Return to Wider Distribution
If another company buys the brand, they could potentially invest into bringing back wider distribution beyond just WinCo. This might reignite interest amongst shoppers excited to see the pot pies return to store shelves again.
Product Line Extensions
Marie Callender’s could develop new pot pie flavors or spin-off products to stimulate interest. Variations like single serve pot pies, dessert pies, or gluten free options may resonate with consumers.
Nostalgic Comeback
Marie Callender’s pot pies still hold nostalgia for many consumers. If this nostalgia is tapped into effectively via marketing campaigns, it could facilitate a comeback. Playing on fond memories may attract old fans and a new generation of shoppers.
Conclusion
Marie Callender’s pot pies were an iconic American frozen food for generations. However, declining interest and frequent changes in corporate direction led the brand to all but disappear from grocery store shelves. A few limited flavors can still be found at select retailers like WinCo or online. But the future of Marie Callender’s pot pies remains uncertain at best, unless aggressive efforts are made to revitalize the brand and connect with consumers’ nostalgia. While their glory days have passed, a smart revival strategy leveraging nostalgia could potentially bring this familiar comfort food back into the freezers of pie lovers across the country.