Rosella brand flies again

The first Rosella brand products, including sauces, soups, chutneys and relishes, will soon hit supermarkets around the country, new owner Sabrands has announced. According to Sabrands, many of the products’ ingredients will be sourced locally.

“Rosella is a wonderfully iconic brand with a deeply entrenched heritage with many Australians,” said Dan Presser, Sabrands’ executive chairman.

“My own family grew up eating Rosella tomato sauce and soups. It’s a brand that we all love and share a history with. To see it disappear would be a tragedy.

“It’s important to protect Australian historic brands and heritage in a world of foreign-owned multinationals and we have immediately focused on restoring the quality of taste, purity and ingredients that consumers know and love.”

Sabrands is a family-owned and operated family business which owns other iconic brands such as the Sunraysia Natural Beverage Company and Devondale Sparkling Juices.

Established in a Melbourne backyard in 1985, Rosella went into receivership in December 2012 and was acquired by Sabrands in April 2013.