Our philosophy
When our founder made his first batch of stock in 1982, he wanted to make a delicious, healthy, affordable stock that could be used by everyone – regardless of dietary restriction, religious belief or lifestyle choice. He only wanted to use the best quality ingredients. Most of all he wanted to make an instant stock that tasted as delicious as his wife’s homemade stock.
He had three founding principles:
1.Vegetable based products are better and healthier.
2.Vegetable based products are not just for vegans and vegetarians. They’re better for everyone and they can be just as tasty as a meat based equivalent. Tastier even!
3.Affordable vegetable based products are the way of the future. They make sense for us all for our health, for our planet and for our pockets!
Frank’s founding principles still influence everything we do today, from our manufacturing process and our extensive health and safety accreditations, to our high quality ingredients.
If you want to know why you should buy Massel instead of any other bouillon the answer is simple. Because Massel bouillon tastes better, and it’s better for you.
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 MLG.
- 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 unrivaled in flavor!).
- Now we’ve created another great product first. Concentrated Liquid Stock has all the goodness and flavor of Massel in a handy pack. Each pouch makes two quarts of fresh bouillon. Just dilute in hot or cold water, and enjoy!
Our ethics
Massel loves this planet and we actively do our part to preserve our 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 Orang-utan and we find it deplorable. Massel is a member of the R.S.P.O. (Roundtable on Sustainable Palm Oil). Massel is a Supply Chain Associate of the R.S.P.O. and we are a part of the GreenPalm sustainability scheme. Massel demonstrates our commitment to sustainable palm oil production. Massel exclusively purchases and uses Mass Balance Palm Oil.
Our ingredients
We use premium vegetables and herbs, extra virgin olive oil and pure sea salt from the Great Southern Ocean, the cleanest ocean in the world.
We only use vegetable based ingredients, with the exception of salt (a mineral). 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 is not refined in bone ash.
We source our palm oil exclusively from sustainable sources that have GreenPalm certification.
Furthermore, it’s often about what we leave out, as much as what we put in. We don’t use MLG, or vast quantities of salt. We don’t use artificial flavors or preservatives.