Who we are

Massel started operating in Sydney (Australia) in 1982, and in 1987 the Company released a range of premium products featuring No animal content- No added MSG, No gluten, and No lactose. These products exclusively targeted the discerning consumer looking for high quality, superior performance and great taste.

Today, thanks to the exquisite, flavorsome, vegetable nature and the superior quality of its product, Massel holds a prominent position in the Australian market with its range of high grade bouillon cubes (52.1% market share) and granulate/ powder range (28.4% ) *Source: Nielsen scan track.

Research and development form a strong basis of Massel's business strategy, careful planning has led to the implementation of excellent manufacturing standards. We are fully certified ISO 9001, HACCP and GMP (Good Manufacturing Practices).

A commitment to international quality standards and best manufacturing practices ensures that customers always receive safety tested, quality products that comply with IFS Food Standards’ stringent food regulations.

Massel specialize in flavoring products for the Consumer, the Food Service market and provide exclusive flavor-blends for the Food Manufacturing Industry. Massel's product portfolio continues to be among the most innovative worldwide.

Our entire product range (Retail, Food Service and Industrial) is Kosher and Halal accredited by the respective official authorities.

Massel's ethical and operative standard is based on harmonious blending within the context of existing social environments.