Today, Massel holds a prominent position in the Australian market. This is thanks to the exquisite, flavoursome, vegetable nature and superior quality of its product.

It has a range of high-grade bouillon cubes (52.1% market share) and granulate/powder range (28.4%). *Source: Nielsen scan track. Massel developed a new concentrated liquid stock range for convenience and value seeking consumers. The packaging uses an innovative resealable pouch format – a first for the category, providing a unique visual aspect when viewed on shelf. The Massel master brand look and feel was maintained to provide brand consistency. With this, we also strongly communicated the concentrate and value benefits to clearly define its point of difference.