Danny Joyce | Editor
Hellbent extends product range with Aldi Ireland
One of the winning suppliers of Grow with Aldi 2020, Hellbent, is now extending their product range with Aldi Ireland to include a brand new flavour, Chakalaka, which is on sale now in all 145 Aldi stores nationwide.
The new product will provide customers with two Hellbent Boerewors Sausage (Original/Chakalaka) €3.99/360g to choose from.
After their successful involvement with the Grow with Aldi programme in 2020, Hellbent secured a core listing in Aldi with their Hellbent Boerewors Original Sausage.
The sausages are made with 100% Irish Beef combined with all-natural South African Spices to create a distinctive, succulent, coiled sausage that has become very popular with Aldi shoppers. In Ireland, the Great Taste and Blas Na hÉireann award winning original flavour is now joined by the new Chakalaka flavour in-store now and is exclusively available in Aldi stores across Ireland.
Hellbent was established by South African rugby players, Louis Ludik and Schalk Van Der Merwe. When asked about the opportunity created by the Grow with Aldi programme, Louis Ludik commented: “It’s impacted our business greatly, it has put us in the position to extend our range and offer products that we know South Africans miss and people in Ireland and the UK would love. We’ve also been able to invest in food preservation technology to extend shelf life without adding shelf life extenders. It’s a massive privilege to share our culture through food and honestly means the world to us.”
In more good news for the brand, Hellbent will introduce their Boerewors Original Sausage to Scottish consumers this month, as their award winning product goes on sale in Aldi Bathgate, West Lothian on 18th March as a Specialbuy.
John Curtin, Group Buying Director at Aldi Ireland commented: “Over the years we have built up strong, fruitful relationships with our Irish suppliers, and in many cases, such as this new product launch and Scottish announcement today with Hellbent, we have been able to open new markets to Irish suppliers so that their exceptional quality can be found on dinner tables internationally.”
John Hood, Director of Food and Drink from Invest NI commented: “Over the last three years, we have built a strong relationship with the Hellbent team. Our business development advice has guided the company on retail packaging to prepare its products for supermarket shelves and has ensured the company has the right knowledge to capitalise on new opportunities. Following this support, in 2019, we introduced Hellbent to Aldi at our Food and Drink Supplier Showcase, which has led to this deal. It’s great to see this work pay off and we look forward to continuing to work closely with Hellbent as it grows its business further.”
Hellbent Boerewors Sausages €3.99/360g are available in Original and Chakalaka flavours in 145 Aldi stores across Ireland.
Slán go fóill,