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Why Choose Massel?

In 1982, Massel released its first range of stocks to the Australian market. The goal was to make a healthy, affordable product which tasted great and that could be used by everyone – regardless of dietary restriction, religious belief or lifestyle choice.

Plant-based products are better and healthier for both the people and the planet.

Better and healthier plant-based products are not just for vegans and vegetarians; they’re better for everyone. 

Our products must be just as tasty as or tastier than a meat-based equivalent.

Plant-based products are the way of the future. They made sense to Massel back in 1982 and today they make sense to the world community.

These founding principles still influence everything Massel does today:

  • Our manufacturing processes
  • Our extensive health and safety accreditations.
  • Our high-quality ingredients.
  • Our delicious flavours

Our commitment to safer, healthier eating

Massel products are:

  • Made using all-natural ingredients
  • Gluten-free
  • Cholesterol-free
  • Trans fat-free
  • Preservative-free
  • Wheat-free
  • Certified Low FODMAP
  • Kosher certified
  • Free from common allergens
  • No added MSG
  • Dairy-free
  • Suitable for people with Coeliac Disease
  • Suitable for vegans

Because Massel stocks and gravies are gluten-free we are also suitable for people who have health issues that constrain their diet, including people with Coeliac Disease.

Our manufacturing process and accreditations

We know how important it is for our customers’ health and peace of mind that we maintain the most rigorous standards to ensure that all our factory is contamination free.

We have meticulous food hygiene standards that comply with the most stringent international food safety requirements:

  • We are fully certified to Food Safety System Certification 22000
  • We are fully certified to the ISO 22000 standard for food safety management systems
  • Our HACCP certification demonstrates our commitment to food safety
  • We are fully compliant with the Code of Good Manufacturing Practice (GMP)

In addition:

  • Our factories are entirely Gluten Free, Alcohol Free and Animal ingredient Free, to prevent cross contamination.
  • All our industrial, foodservice healthcare and retail are Kosher Certified, vegan and Halal suitable.

Our Innovations

Massel is all about innovation.

  • We pioneered all vegetable, gluten-free and lactose-free instant bouillons
  • We made the very first bouillon without added MSG
  • We were one of the first food companies to adopt nutritional tables on our packaging
  • Our vegan meat style bouillons were revolutionary (and they are still unrivalled in flavour!)
  • Now we’ve created another revolutionary first. Massel Flavour Station: a plant-based fresh stock reduction, a new way to flavour, aimed at chefs and restaurateurs. Our new Flavour Station replaces conventional flavouring systems like powders and paste, making them obsolete.

Our Ethics

Massel loves this planet and we actively do our part to preserve the environment. We are founding signatories to the National Packaging Covenant – working towards a sustainable future through recyclable packaging.

Recognizing the plight of the Sumatran Orangutan Massel became a member and Supply Chain Associate of the RSPO. (Roundtable on Sustainable Palm Oil). We are also a part of the GreenPalm sustainability scheme. Massel demonstrates our commitment to sustainable palm oil production and exclusively purchases and uses Mass Balance Palm Oil.

We share our success with our community both here and around the world, through supporting many charitable and sporting organisations.

Our Ingredients

We use premium vegetables and herbs, extra virgin olive oil and pure sea salt from our Great Southern Ocean, the cleanest ocean in the world.

We only use plant-based ingredients, with the exception of salt. All our products are vegan and always have been. And we pay attention to detail, for example, if a product uses sugar we ensure it’s not refined in bone ash.

It’s often about what we leave out, as much as what we put in. We don’t add MSG, or vast quantities of salt. We don’t use artificial flavours or preservatives. We use GMO-free ingredients.

Contact Us

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