MaGie Creations launches apple pie made with brewer’s grain and 20% less butter

19-10-2026

MaGie Creations launches apple pie made with brewer’s grain and 20% less butter

On World Food Day (16 October), MaGie Creations launched an apple pie for the hospitality industry, made with brewer’s grain. Brewer’s grain is an innovative ingredient made from the grain left over from beer brewing, which now mostly ends up in animal feed. The pie tastes like a classic foodservice apple pie, but contains more fibre and 20% less real butter. The apple pie can now be ordered through the wholesaler Chef Centraal.

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An apple pie with brewer’s grain | Less butter, more magic

A good apple pie hardly needs an introduction: a crisp base, a gooey apple filling and that familiar smell of freshly baked pie. It is a classic that guests happily come back for. Still, MaGie Creations saw a chance to make this crowd-pleaser just a little better.

MaGie Creations developed the pie together with test baker Marcus Kraakman of Het Bankethuis. Thanks to the functional properties of brewer’s grain, 20% of the butter can be left out of the recipe while taste and structure are retained. At the same time, the brewer’s grain adds extra dietary fibre and a full flavour experience.

World Food Day | a good moment to look differently at what we eat

The launch took place on World Food Day, a day on which attention is drawn worldwide to the future of our food system. For MaGie Creations, that future does not begin with entirely new food products, but with improving what we already eat today. By making smarter use of existing raw materials, new opportunities arise to produce everyday foods that are more nutritious, more sustainable and more efficient. The apple pie makes that ambition tangible: not a complicated future concept, but a familiar product that can go on the menu from today. What’s more, this apple pie responds to the growing interest in more conscious food choices, without guests having to compromise on taste or experience.

“Anyone who orders apple pie mainly wants to enjoy themselves,” says Madeleine Gielens, founder and CEO of MaGie Creations. “You want that familiar taste, that lovely moment with a coffee. And that should stay the way it is. But what if, as a hospitality entrepreneur, you could offer your guests exactly that same moment of enjoyment, with 20% less butter, more fibre and a great story about how we use our raw materials more smartly? Then you’re not just serving a slice of apple pie, but something you can truly be proud of.”

“We want to show that good food can be even better,” Gielens continues. “Not by telling guests what they may or may not eat, but by making familiar products smarter. And for hospitality entrepreneurs, it has to be easy: a delicious pie on the menu, with just that little bit extra that sets you apart.”

From leftover grain to ingredient

Brewing beer leaves behind enormous amounts of grain. In the Netherlands alone, that is around 560 million kilos a year. This grain still contains plenty of valuable dietary fibre and protein, but is largely processed into animal feed. MaGie Creations developed an innovative way to capture this brewer’s grain directly at the brewery in a food-safe manner and process it into high-quality ingredients for human consumption. The brewer’s grain for the apple pie comes from the Belgian family brewery Haacht, with which MaGie Creations has entered into a fifteen-year strategic partnership.

The first slices were cut at Bus Whisky

The official launch took place at Bus Whisky in Loosbroek. The whisky distillery grows its own barley without artificial fertiliser or pesticides and uses the leftover grain from its production for bread and granola, among other things. Bus Whisky is the first B Corp-certified whisky producer in the Netherlands. “We love that Madeleine asked us to launch the apple pie right here,” says Mingo Wout of Bus Whisky. “Like MaGie Creations, we have been working on sustainable products for years and want to change the chain together. This apple pie shows what that tastes like.”