In 1982, Massel released its first 100% plant-based range of vegan stock to the Australian market. The goal was to make a healthy, affordable, stock with great flavour that could be used by everyone – regardless of dietary restriction, religious belief or lifestyle choice.
At the very base of the release of the range there were three founding principles.
Plant-based products are better and healthier.
Better and healthier plant-based products are not just for vegans and vegetarians; they’re better for everyone and must be just as tasty as or tastier than a meat-based equivalent.
Affordable plant-based products are the way of the future. They make sense for us all, are better for the leaving planet, the world community and for our pockets!
Today in 2020, Massel products are many, they are all plant-based and in line with Massel original three rock solid principles. They are the very best in the world.
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:
Suitable for people with Coeliac Disease
No animal content
No added MSG
Made using all-natural ingredients
Free from common allergens
Certified Low FODMAP
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)
Our factory is entirely gluten-free to prevent cross contamination
We do not use animal products and our factory is animal product free
We are Kosher Certified
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.
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.
Massel recognizes the plight of the Sumatran Orangutan and we find it deplorable. Massel is 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 are proud of the part we have played in the growing awareness of the benefits of good home cooking and healthy eating worldwide.
We’re also very grateful that we have been able to share our success with our community both here and around the world, and we’d like to thank the many charitable and sporting organisations that have allowed us to offer them our support.
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.