Massel

In the world of food manufacturing, Massel is a trusted brand with a long-standing reputation among consumers. Its journey began with a simple yet powerful belief: “Good food should be accessible to everyone,” regardless of dietary restrictions, religious requirements, or lifestyle choices.

 

The Origins of Massel and the Need for Inclusive Food

Massel is an Australian brand specializing in stock cubes, broths, and seasonings. Founded in Sydney in 1982, the company entered a market where most stock products relied heavily on animal-derived ingredients. Many products contained animal fats, gluten, artificial flavor enhancers, and monosodium glutamate (MSG), making them unsuitable for certain groups of consumers.

Frank, the founder of Massel, recognized a significant gap in the market. He understood that many people faced dietary limitations, including those with food allergies, gluten intolerance, sensitivity to MSG, or individuals who avoided meat for ethical, religious, or personal reasons. Yet these consumers had very few options when it came to stocks and seasonings.

 

The Three Principles of Inclusive Seasoning

Determined to address this need, Frank set out to create a new type of stock product that could meet the needs of a broader audience. His vision was built upon three simple principles.

First, the product had to be delicious and flavorful, offering a taste experience comparable to traditional meat-based stocks.

Second, it had to be primarily plant-based. Frank believed that vegetables and plant ingredients were not only healthier but also more environmentally sustainable and cost-effective to produce than animal-based ingredients, even when using premium-quality raw materials.

Finally, he wanted to create a product that everyone could enjoy with confidence. To achieve this, he eliminated animal ingredients and many common allergens from the recipe, ensuring that the products would be as inclusive as possible.

 

Unlocking Umami Without Meat or MSG

At the time, this vision was remarkably forward-thinking. However, it presented a major challenge: How could a plant-based stock deliver the same depth of flavor and richness as traditional meat stock?

Typically, vegetable-based broths offer lighter, sweeter flavors but lack the richness and umami associated with meat stocks, which are derived from proteins, fats, and flavor compounds released during slow cooking.

To overcome this challenge, Massel’s research and development team spent years studying the properties of vegetables, herbs, and spices while refining methods for extracting flavor from natural ingredients. One of the key breakthroughs came through the use of premium yeast extract, which is naturally rich in glutamic acid. This ingredient provided the savory umami character consumers expected, without the need for added MSG.

After extensive development, Massel successfully created chicken-style and beef-style stock cubes and seasonings that closely replicated the flavor of traditional meat stocks—despite being made entirely from plants. These products contained no beef, chicken, animal fat, or other animal-derived ingredients.

 

Pioneering Transparency and Health-Conscious Food

Although the products were a success, Australia’s health food market was still in its infancy during the 1980s. Concepts such as gluten-free, allergen-friendly, and plant-based foods were far from mainstream. As a result, Massel had to do more than simply develop products; the company also needed to educate consumers about the benefits of alternative food choices.

One of the factors that set Massel apart from competitors was its role as an industry pioneer. The company was not merely producing plant-based stock cubes and seasonings—it was helping to shape the future of health-conscious food long before plant-based eating became a global trend.

Beyond product innovation, Massel also played an important role in advancing consumer transparency. The brand was among the first food manufacturers to provide clear nutritional information on its packaging, years before such labeling became mandatory in many countries.

This decision reflected the company’s commitment to transparency and consumer responsibility. Massel believed that everyone should have access to accurate information about the foods they consume so they can make informed choices that align with their individual health needs and preferences.

This approach not only built consumer trust but also reinforced Massel’s reputation as a brand that values both product quality and consumer rights.

 

Low FODMAP Certified: A Breakthrough for IBS Sufferers

Another significant milestone came when medical researchers identified Irritable Bowel Syndrome (IBS) and the role of FODMAPs—certain carbohydrates that can be difficult to digest and may trigger symptoms such as bloating and abdominal discomfort.

Garlic and onions, both high-FODMAP ingredients, are commonly used in stock products. Recognizing the challenge faced by IBS sufferers, Massel developed a special range of products free from garlic and onion while maintaining the rich flavor consumers expected.

This achievement earned the company certification from Monash University, the world-leading institution behind Low FODMAP dietary research. Massel became one of the first seasoning brands globally to offer products specifically designed for this consumer group.

This innovation enabled the company to reach a new audience with specific dietary needs while further strengthening its position as a manufacturer dedicated to creating safe, inclusive, and accessible food solutions.

 

A Diverse Range of Plant-Based Products

Today, Massel offers a diverse range of products, including:

Massel 7’s : Portable stock cubes packaged in convenient sets of seven. They dissolve quickly and are ideal for small meals, soups, or flavored rice dishes.
Massel Ultracubes : Standard-sized stock cubes with a rich, concentrated flavor. Available in chicken-style, beef-style, and vegetable varieties—all entirely plant-based.
Massel Stock Powder : A powdered stock format that allows users to measure precise amounts as needed. In addition to making broth, it can be used as a seasoning for marinades, roasted vegetables, or fries without needing to be dissolved first.
Massel Liquid Stock : Ready-to-use liquid stock packaged in UHT cartons. Designed for busy lifestyles, it can be poured directly into cooking without requiring any preparation.
Massel Concentrated Liquid Stock : One of the company’s latest innovations, this concentrated liquid stock comes in a convenient squeeze format, making it easy to control portions while saving storage space.

Global Standards and Universal Accessibility

All Massel products are certified Halal, making them suitable for Muslim consumers, and Kosher, meeting Jewish dietary requirements. Furthermore, every product is made from 100% plant-based ingredients, making them suitable for vegetarians and vegans while remaining completely free from animal-derived components.

These comprehensive certifications reflect Massel’s core philosophy of reducing barriers to food accessibility and creating products that can be enjoyed by people from diverse backgrounds. Whether consumers follow specific religious dietary requirements, have food sensitivities, or choose plant-based diets for health, ethical, or environmental reasons, Massel strives to provide inclusive food solutions.

From its beginnings in Australia, Massel has gradually expanded into international markets. Today, Massel products are available in numerous countries around the world, including the United States, the United Kingdom, and throughout Southeast Asia, continuing its mission of making flavorful, accessible, and inclusive food available to everyone.