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HomeNEWSWhen good pies go bad: How Kiwi companies ruined a culinary icon

When good pies go bad: How Kiwi companies ruined a culinary icon

While Sushiwi is unlikely to revolutionise the sushi market and become a staple on the shelves of other chains, the hype created by the pair did drive consumers to the participating chains. And even though most customers weren’t bold enough to sample the rice and pastry treat, the campaign achieved the aim of getting people into stores. 

Interestingly, Jase and PJ aren’t the first people to have experimented with the humble pie. Not long ago, Pizza Hut added to its growing encyclopedia of horrors by unleashing the pie crust pizza in the Australian market. 

During March, Z Energy also got stuck into the pie action by unveiling an assortment of weird pie flavours, including Italian Meatball Pie (with beef meatballs, tomato, onion, garlic, basil and oregano, topped with a creamy cheese sauce made with mozzarella) and The Breakfast Pie (with cheesy sausages, smoky bacon, baked beans in a rich tomato sauce and topped off with an egg)—at least those don’t sound downright horrifying. 

Gourmet pie company I Love Pies, however, jettisoned common decency altogether and developed a high-protein, probiotic smoothie, consisting of Angus beef mince, mozzarella cheese and a sprinkling of kale. And on that note, we close with the laconic words of Captain Kurtz from Joseph Conrad’s Heart of Darkness: “The horror, the horror.”

This story originally appeared on Stoppress.

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